TRI: Rural India's story, rooted in Warli art

TRI works alongside governments, companies and communities to transform the 100,000 poorest towns it calls "Stranded India." Five years in, its founders needed an institutional identity that could explain this large-scale work without losing its depth. The brand had to look like a sharp consulting firm while staying true to the values of an NGO. I found the answer in rural India's own art: geometric shapes and jagged edges drawn from Warli, which bring handmade warmth to a modern, polished look. These shapes shift into patterns that tie every brand material together. The website carries the same language, presenting TRI's transformation model in a way that is rich in information yet easy for anyone to use.