Baithak

Introduction

Baithak – Challenging Taboos is a youth led, women led non-profit organization that advocates for gender justice especially reproductive health and rights for girls and women in Pakistan through education, capacity building, and advocacy.

Strategy

Our task was to give brand a new digital overlook. Encompassing the true essence of what the organization do, symbolize, and stands for.
We undertook a lengthy research process, which included interviewing stakeholders across the organization and hosting collaborative workshops to create the Brand House, brand personality and new tone of voice.

The chain stands for the ‘societal taboos’ and ‘gender Injustice’ that they try to challenge/break through our work. Pigeon symbolizes freedom that they constantly strive to empower women with by creating safe spaces for them to discuss about their bodily autonomy as they believe that having meaningful and reflective conversations around taboo topics is liberating.

Challenge

Baithak had a very moving story to tell. They were just having trouble telling it. Several challenges contributed to the struggle, one of which was confusion over the existing logo. By building a new brand, we clarified their positioning and brought their story to life.

They tasked us to develop a strong brand identity that had the purpose of the project at its heart, and to develop a clear new position and external voice that brought the project to life.

Solution

We gave Baithak an identity that really encapsulated the brand purpose, mission and vision – The chain stands for the ‘societal taboos’ and ‘gender Injustice’ that they try to challenge/break through our work. Pigeon symbolizes freedom that they constantly strive to empower women with by creating safe spaces for them to discuss about their bodily autonomy as they believe that having meaningful and reflective conversations around taboo topics is liberating.

The name “Baithak” has real meaning, so much so, we were able to build an entire brand around it, delivering supporting assets too, including a brand book, website, launch materials and social media advertising & campaigns.