Aroha
Aaroh is an initiative by the Jagar Manacha Foundation, a grassroots non-governmental organisation working towards empowering the rural youth with vocational skills, career guidance, and extra curricular activities that nurture holistic growth. The programme seeks to provide underprivileged kids in rural areas with exposure to and training in extra-curricular activities like music, dance, English language, and soft skills. As a brand consultant, Sarbat conceptualised the initiative’s name and designed the whole brand identity and language, visually and editorially. The name ‘Aaroh’ was selected for the dual meanings it holds in the Marathi language—one is the growth of musical notes in an ‘aalaap,’ and another is the literal act of ascension, of climbing up—symbolising the holistic growth of young students through exposure to the arts and other co-curricular activities.
An important aspect of the design was to make the brand and the cause relatable to kids. This is achieved through custom illustrations conceptualized by Sarbat in collaboration with illustration artist Ishani Kuwar. The lush illustrations of young kids dancing, playing, studying, and searching for curiosities in nature, outside the classroom, are utilised for notebook cover designs and other brand collaterals, crafting a unique brand language that speaks to its audience without words.
