Client
Client
Foundation for Economic Development
Foundation for Economic Development
Agency
Agency
Studio Manasi Doshi
Studio Manasi Doshi
The Brief
In 2018, a quiet yet purposeful shift began in New Delhi. Unlike conventional NGOs, FED was envisioned as a think and do tank, committed to catalyzing long term reform across India’s agricultural economy. With no profit motive, FED is powered by purpose: to unlock innovation, equity, and efficiency in agriculture through ground breaking ideas and implementation, bridging gaps between farmers at grassroot level and our policy makers at the top.
The Challenge.
From supporting agrimarket reforms and optimizing government subsidies to accelerating the adoption of agritech, FED tackles deeply rooted challenges with sharp, scalable solutions. Their audience is wide and varied - from grassroots farmers and state officials to global investors and emerging startups in the agritech space.
Communicating to such a diverse set of stakeholders meant building a brand identity that could balance trust and warmth, formality and friendliness, depth and simplicity.
The Process
Foundation for Economic Development wanted to build an image that is serious, simple, mature yet friendly to resonate with the agricultural industry. The best way to reflect it’s persona? Sharp lines, geometric shapes and clean type.
The Logo
After multiple moodboards and conversations with the stakeholders, our design process started with a clean and direct logotype built from the initials - FED. It reflects maturity and clarity, instantly recognisable across platforms and mediums.
The Brief
In 2018, a quiet yet purposeful shift began in New Delhi. Unlike conventional NGOs, FED was envisioned as a think and do tank, committed to catalyzing long term reform across India’s agricultural economy. With no profit motive, FED is powered by purpose: to unlock innovation, equity, and efficiency in agriculture through ground breaking ideas and implementation, bridging gaps between farmers at grassroot level and our policy makers at the top.
The Challenge.
From supporting agrimarket reforms and optimizing government subsidies to accelerating the adoption of agritech, FED tackles deeply rooted challenges with sharp, scalable solutions. Their audience is wide and varied - from grassroots farmers and state officials to global investors and emerging startups in the agritech space.
Communicating to such a diverse set of stakeholders meant building a brand identity that could balance trust and warmth, formality and friendliness, depth and simplicity.
The Process
Foundation for Economic Development wanted to build an image that is serious, simple, mature yet friendly to resonate with the agricultural industry. The best way to reflect it’s persona? Sharp lines, geometric shapes and clean type.
The Logo
After multiple moodboards and conversations with the stakeholders, our design process started with a clean and direct logotype built from the initials - FED. It reflects maturity and clarity, instantly recognisable across platforms and mediums.
The Colour Palette and Visual Identity
The colour palette combines green, symbolic of agriculture and renewal, with a deep indigo - associated with trust, intelligence, and stability - establishing a professional yet empathetic tone, resonating strongly with farmers and government stakeholders.
The Colour Palette and Visual Identity
The colour palette combines green, symbolic of agriculture and renewal, with a deep indigo - associated with trust, intelligence, and stability - establishing a professional yet empathetic tone, resonating strongly with farmers and government stakeholders.
Minimalist visual motifs were developed to represent FED’s core values: approachable, progressive, mature and knowledgeable. These elements were paired with clean, human centric imagery and purposeful layouts that emphasize transparency and action. Together, the brand system supports FED’s presence across policy papers, presentations, digital platforms, and beyond.
Minimalist visual motifs were developed to represent FED’s core values: approachable, progressive, mature and knowledgeable. These elements were paired with clean, human centric imagery and purposeful layouts that emphasize transparency and action. Together, the brand system supports FED’s presence across policy papers, presentations, digital platforms, and beyond.
The Impact
The new identity positions FED as a credible, futureforward force—one that bridges sectors, simplifies complexity, and brings lasting change to the heart of Indian agriculture.
The Impact
The new identity positions FED as a credible, futureforward force—one that bridges sectors, simplifies complexity, and brings lasting change to the heart of Indian agriculture.
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Contact us
We love working with businesses of all shapes and sizes.
or write to us at enquire@manasidoshi.com
Contact us
We love working with businesses of all shapes and sizes.
or write to us at enquire@manasidoshi.com
Contact us
We love working with businesses of all shapes and sizes.
or write to us at enquire@manasidoshi.com
