DDSO needed to evolve, and I led the full rebrand from logo to social templates, building an entirely new visual identity from scratch.
The Challenge
The organization was rebranding from DDSO to ISA, expanding beyond a regional student group to represent a broader Indian student community. They needed a logo and identity system that felt completely fresh while keeping enough visual continuity that existing members wouldn't feel abandoned.
The Solution
I redesigned the logo, keeping the medallion badge shape but stripped out the busy elements and rebuilt it around duk red, sunrise orange, fresh yellow, clay tan, and green, inspired by the Indian flag and culture. Added a stitched green border for textile authenticity and a cleaner typeface that scales from Instagram to merchandise. The logo tested stronger at small sizes and felt significantly more professional.
Then I built the full brand system and color palette (ADA compliant), pattern library (mandalas, marigold garlands, paisley), and a mission-driven brand strategy: Authentic, Inclusive, Vibrant. Every element had a purpose tied back to the community ISA represents.
Social Media Posts
Birthday Story Template
Reels
The Results
I designed and deployed social templates (birthday graphics, story templates, event assets), led creative direction on Instagram reels and original posts, and drove 83,000+ combined views on launch content. The rebrand landed with real traction.
