Gandhi Vocational Training Centre
Logo, Branding and Marketing Case Study
GVTC or Gandhi Vocational Training Centre is a Gandhian NGO optometric vocational education wing of Mahatma Gandhi Eye Hospital & Research Institute in Rangamatia, Odisha and the only NCVRT affiliated organization providing diploma in optometry in Northern Odisha. GVTC is a part of the Antyodaya Chetana Mandal family of institutes working towards social upliftment in Odisha, especially in the tribal regions….
Client: Gandhi Vocational Training Centre
Location: Mayurbhanj, Odisha, India
Segment: Gandhian NGO / Educational Institution
Target Audience:
Aspiring youth interested in optometry and their parents in Northern Odisha and bordering districts of West Bengal, especially from lower income households….
Keywords:
NGO, Accessibility, Gandhian, Social Upliftment, Education, Optometry, Vocation, Growth….
Elements Designed:
Logo, Brand identity, Design system, Print design, Social media, Banners, Advertisements, Photography, Content, Stationery….
The Problem
GVTC wanted to exist as a separate entity from MGEHRI, Gandhi Gurukul and their parent body, ACM to avoid confusing the target audience and maintain a distinction in procedures. But at the same time, the educational institution wanted to maintain the connection with its parent bodies to utilize the brand equity. Similarly, the vocational institute wanted to standout from other comparable institutions but not so much that its target audience feels disconnected from it….
The Solution
To have the best of both worlds, we decided to identify some recognizable elements from the parent brands and its core principles and enhance them. We also strategically carried forward some applicable parent brand elements so that Gandhi Vocational Training Centre works well in harmony with its parent brands. When it came to the brand language, we developed a clean aspirational persona so that the target audience can aspire to be a part of GVTC but don’t feel that it is out of their league….
The Results
With the right branding and marketing, GVTC was able to start with a full batch of students and maintain that in the following second, third, and further batches. Some of the students even joined Mahatma Gandhi Eye Hospital and Research Institute, the parent eye hospital, as fresher optometicians post completing their diploma courses. Besides getting NCVRT accreditation and attracting students from the target region, the training institute also attracted students from neighbouring states….
The Brand Logo
The logo of Gandhi Vocational Training Center is inspired by its core principles and the legacy of its parent body. We kept the primary logo circular, blue and monochromatic to make it harmonious with associated brand and easy to print. Besides the recognizability in terms of brand equity and cutural norms, the logo also subtly hints at the core principles of the Gandhian NGO. The pictorial mark plys with symbolisms like the book, rising sun and MK Gandhi’s spinning wheel or chakra….
The Brand Palette
In order to untilize brand equity and help GVTC paly well with the family of brands, its brand colour palette follows that of its parent NGO, MGEHRI. Being an organization rooted in the upliftment of the downtrodden, MGEHRI’s colour palette is largely monochromatic. Beyond the Black and White, the NGO dazzles in Blues and Reds. The Blues express the element of trust and hospitality Mahatma Gandhi Eye Hospital works with. The Reds on the other hand evoke the elements of urgency and necessity of the developmental efforts MGEHRI works on. One of the ways we used the Blues and Reds a lot is in the form of duotones to make use of the documentation of the impact they’ve brought. This further helped in showcasing an emotion of authenticity.
The Brand Typography
Similar to the brand colour palette, GVTC’s brand typography directly follows that of MGEHRI. Our typeface of choice for the NGO Mahatma Gandhi Eye Hospital & Research Institute was Barlow. It is a sans-serif typeface that has a readable profile which is more condensed than most sans-serif typefaces. Its somewhat Grotesque style is pleasant to read both on the screen and in print. This helps make MGEHRI’s communications very accessible to its target audience without looking very generic or too similar to everything else….
Social Media branding
For GVTC’s social media, we caried forward the aspirational yet accessible design language and brand personality of it’s parend bodies. With a shared brand colour palette and typography it was as harmonious as we planned it to be. The vocational training centre’s social media focused on communicating updates, achievements and opportunities instead of trying to “sell” something….
The Banner Designs
As an NGO focused on social upliftment, print medium, especially in the form of banners is an important communication channel. Banners as a communication channel serve a few important purposes for GVTC. It helps the institute become more accessible to the non-digital native portion of its audience, makes its campus more interactive and express itself as an authority….
The Poster Designs
Internet penetration in region of operation of the optometric training centre is still not ideal. Hence, printed posters are still the most accessible form of communication for the target audience. The posters mostly focuses on important admission related communications while other authority and community related communications mostly exist on socials….
The Positive Response
After collaborating with MGEHRI and Antyodaya Chetana Mandal on different projects for more than 3 years successfully, collaborating on GVTC was not an exception. Founders and Project Manager of Gandhi Vocational Training Centre were all praises with meeting all the brand goals. Aditya Pattnaik, founder of MGEHRI and ACM, used words like “amazing” and “commendable”. While Pratik Pattnail, manager of GVTC. says that “Adi [ Aditya Roy] has always been proficient in his works!”
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