In India, awareness of fundamental legal rights remains critically low, particularly among communities that need them most. Complex legal language, institutional distance, and limited access to information create a gap between the rights people are entitled to, and the rights people actually know how to exercise. The National Human Rights Commission didn't have any campaigns and needs one that could cross that gap.

So, I decided to do one as a personal project, reaching people across different touchpoints, in different formats, without losing clarity or human warmth along the way. A multi-part campaign including print, editorial, motion, and digital. Each piece designed for a different moment of engagement, but all pulling in the same direction. Posters, a magazine, an ad film, and a microsite on economic inequality . Together it forms a campaign that meets people where they are , on the street, at home, on screen. All four formats, one coherent campaign.

This project started with the passion that sits behind a lot of the work that I care about. The challenge wasn't design. It was relevance. How do you take legal language and make it land for someone who has never seen themselves in it?

The answer was format. The poster series brought 'Right to Fair Trial ' into public space — bold, immediate, designed to be understood at a glance. The 'Know Your Right' magazine expanded the conversation into something people could sit with, covering a broader range of rights alongside a helpline number for direct support. An ad film gave the campaign voice and emotional reach. And the 'Rich Getting Richer ' microsite shifted the lens to economic inequality, translating data about the widening wealth gap into a scrollable experience that made the difference feel personal, not abstract.

Each format was chosen not for variety but because it does something the others cannot. A bold palette of yellow, cream, and black ran consistently across all four — chosen to cut through, feel modern, and carry the urgency the subject deserved. What tied it all together was a consistent visual language and a simple belief, that knowing your rights is the first step to exercising them.

year

2023

timeframe

6 Months

tools

Photoshop, Illustrator, Aftereffects

category

Personal Project

01

Redesigned NHRC Brand Identity

02

NHRC Brand Merchandise

03

NHRC Poster Series

04

Magazine Ad Campaign

05

NHRC Microsite Campaign