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Taking a Revolutionary Idea to Global Audiences

Client: Angel Xpress Foundation (AXF)
Sector: Social Work, NGO
Services: Experience Studio, Venture Studio
Deliverables: Design Thinking, Brand Strategy, Information Design

Everybody Can and Wants to be an Angel

Angel Xpress Foundation (AXF) is an acclaimed social movement that transformed the behavior of underprivileged children through volunteerism. Started in Mumbai, it enables and trains educated citizens to set up a Free Learning Center in their own neighborhood to educate and mentor these children. By 2018, after five years of exceptional growth, with 16 centers, 460 trained volunteers that had touched the lives of over 1900 children, it was time to move to the next stage. To take the cause to an international audience and funders, AXF entered the prestigious Open Ideo Challenge.

Uncovering the DNA

The AXF idea needed to be articulated for the global audiences, and the model needed to build credibility with international donors. The story of its success and vision for the future needed to be told.

Storytelling through Information Graphics

A Design Thinking workshop with the core team helped chart out the ecosystem and define the Learning Experience of the AXF model. Design Thinking and User Studies also uncovered areas where users were missing support. We chose infographics to represent the idea in a manner that the brand truly stands for: childlike joy and hope.