American India Foundation

American Indian Foundation(AIF), A Chicago based organisation dedicated to catalysing social and economic change in India and building a lasting bridge between the United States and India. Challenge AIF was looking for a brand identity and design guide for a charity gala which they conduct every year. The identity had to evoke emotions of empathy, generate interest and increase donors. Design Approach Symbol: The Identity was designed based on the theme,‘The Joy of Giving’ The symbol represents the whimsical feeling of joy you experience when you share something valuable with the needy. It could be money, clothes, food or time. The altruistic act of giving spreads happiness. Design choices: By using pictures of actual volunteers interacting with the people, the viewer is primed to make an emotional connect with the organisation. By using the principles of Social Proof and Priming, the invitation card attempts to nudge people towards making better donations and booking a bigger table at the gala. Design and Branding - Kinni Makwana FinalMile team - Biju Dominic, Alok Gangaramany February 2014 | Chicago, USA

In the Invitation cards, we try to nudge people to choose a generous table by using social proof and priming. When a person is in a situation where they are unsure of the correct way to behave, they will often look to others for clues concerning the correct behavior. By providing them with a status quo ‘most businessmen book a particular table’ people get a direction to choose. Using Priming, a point of reference is provided for people who do not wish to book a table but would like to donate a number.

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