CHHAA JAA

2019

GIRL EFFECT

What we did:

  • Branding

    • Brand Strategy + Design

    • Brand Architecture Design and Strategy

    • Brand Tone of Voice

  • Digital and Social Media Design Strategy

  • Motion Graphics

    • Logo Animation

    • In Video Animations

  • Website Design

    • Research

    • UI UX​ Design

    • Wireframing

    • Testing

THE BRIEF

 

Girl Effect was created in 2008 by the Nike Foundation, in collaboration with the NoVo Foundation, and United Nations Foundation among others. It launched at the World Economic Forum in Davos with a film that challenged people to think differently about the role girls play in development. They launched a unique digital brand called 'Chaa Jaa' in India creating sexual health and career-related content for young girls in small-town India. LOCAL was brought on to create a motion-enabled brand language that would span across all its sub-brands.

THE SOLUTION

Utilising over a year of field research, LOCAL created 3 sub-brand identities for its 3 show formats. While these identities were unique, they came together to create the 'Chaa Jaa' universe using a unifying graphic language.

THE WEBSITE

A year later,  we were also tasked with designig a website so that girls could access important health information from the desecration of their mobile phones.

Encourage girls to believe their future is their decision! We want to make it normal for girls to think about going to the doctor's or talk to their parents about choices for their education- we know that when one girl is inspired  to act, she motivates others to do the same, acting as a digital big sister or friend for girls to go as they make decisions that will define their own futures!

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the sub-brands

Graphics for web series: Arre sun na

graphics for web series: khullam khulla

graphics for web series: tumhari meri baatein

mockups-04.jpg

Website design : research

wireframing

PROTOTYPING AND TESTING

PROTOTYPING AND TESTING

Ui designs

1.

She yearns for freedom, discovery and to express herself

2.

She is looking for symbols that stand for her inner spirit. The more clear and direct, the more relatable.

3.

She sees becoming the ‘city girl’ as her evolved, ‘cooler’ self.

4.

Comedy is her escape

A year after the brand was launched, LOCAL was commissioned to design their website. This was to be a key touchpoint for the brand where the 'Chhaa Jaa' girl could come for all her sexual health related queries and content. It was to be a jump off point for her for the 'full Chhaa Jaa experience'. She could access sexual health related blogs, shows, apps, gynaecs and shops - all through one friendly app.

LOCAL logo