Brand Identity for IDF of Overseas Indians

India Development Foundation of Overseas Indians (IDF-OI) is a not-for-profit trust registered by the Ministry of Overseas Indian Affairs, Government of India, to provide a credible window for Overseas Indian Philanthropy in India’s Social Development. The objective of the Foundation is to facilitate philanthropic activities by Overseas Indians to the cause of education, health and rural development in their erstwhile home villages, districts or states through innovative projects and instruments such as micro credit, self-help groups for economic empowerment of women, best practice interventions in primary education.

IDF-OI aims to be a credible mediating link, at one hand providing complete support to the philanthropist in fulfilling his philanthropic purpose of contributing towards the cause close to his/her heart, while at the same time overseeing the implementation of the project along with ensuring timely back reporting and accountability.

Woodapple’s work for IDF-OI was towards creating a full-fledged institution brand identity, with a memorable tag-line that captured the spirit of the enterprise: Causes, Champions, Change. For a cause led endeavor the priority was to attract NRIs and Overseas Indians as champions to usher change and development in India. Amongst creative concept ideations by Woodapple, IDF-OI chose the idea of presenting the brand as a Giving Tree, given the organization’s mandate to facilitate philanthropic activities. This holding concept was extended across various marketing and branding collaterals – brochures, stationary, PPTs, Calendar, backdrop for event booths, posters and event memorabilia. The new identity was launched at the 2013 Pravasi Bharatiya Divas in Jaipur by the Prime Minister, Dr. Manmohan Singh along with the new website

This launch resulted in an immediate success with IDF-OI receiving pledges in millions by high net worth NRIs and PIOs to various causes even before the event got over.