rajasthanis abroad youth samaj

about rays

“The Rajasthanis Abroad Youth Samaj, or RAYS, was created in early 2005 to form connections among Marwari youth living in North America through shared culture and heritage. Since its inception, RAYS has coordinated numerous regional and national events that have allowed the Marwari youth to develop their cross cultural identity by meeting peers and experiencing Marwari culture on a relatable level.”

i was contracted to cultivate a complete brand refresh for this youth organization.

the logo

inspired by the jaipur fort in rajasthan, india, i wanted to create a symbol that was specific to what the organization stood for. the fort itself is fully of history and texture, but creating a bright, vector version of the recognizable architecture was important in engaging the young adult audience alongside maintaining tradition.

check out their instagram!

branding guidelines

• these guidelines include the color breakdown as well as font pairings for future marketing collateral. i chose the classic sans-serif font, gill sans, to enhance culture through modernism.