From Myth to Print: Crisis Advocacy Brochure Design

ABOUT
Sanjeevani 4 U is a group of professionals and volunteers that provide advocacy for those dealing with stress, crisis, mental health issues, and/or domestic abuse. They offer guidance and actionable tools to help people tackle the challenges in their lives.
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THE CHALLENGE

The client needed a brochure that conveys the organization’s purpose, and that briefly educates readers about mental health while being distinct and memorable.

THE PROCESS

Every brand needs an origin story that can drive the design. After some research on the company’s name, I found a focal point rooted in Indian mythology. Sanjevaani is a mythical herb that grows in the Himalayan region, and is purported to heal nearly any disease, even able to bring people back from near-death. The Ramayana tells of a time when the demi-god Hanuman has to bring the herb to his brother to save him from dying on the battlefield. Unable to identify the plant, he picks up the entire mountain and brings it to the battlefield. The herb is administered, and the brother’s life is saved.
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THE SOLUTION

For the front cover of the brochure, I used the imagery of a hand lifting or carrying a mountain, echoing the story of Hanuman, and the biblical expression that states that even a bit of faith is enough to move mountains. The purpose is to create a cross-cultural message to help people get the tools they need.

For the color palette, I drew inspiration from Sanjeevani’s existing branding in green, yellow, and white. I incorporated flowy, illustrative elements for a calm, relaxed feel reminiscent of green meadows, healing herbs, and helping hands. For tagline on the front cover, I created a playful and dynamic type combination using two contrasting fonts. For a more trustworthy and corporate look, and to make the information easy to read, I used a modern, easy to read sans serif fonts for the headings and body paragraphs. The result is a pleasant and appealing design that captures the look and feel of healing and peace.