Shaktidhaam Branding
An Indian identity for Sai Maa's global organisation, built from the name upward — logo, palette, positioning, and the collateral that carried it across the ashram.
The Brand
Shaktidhaam is the Indian extension of the global brand of Sai Maa, a renowned spiritual teacher and one of the few women in the world to hold a senior position in the Indian Akhada system. Her roots run deep in Varanasi, and her guru belongs to the city.
When Sai Maa's United States organisation set out to create an identity for an Indian audience, it approached Moonlight. The engagement ran end to end — from choosing the name through to the ashram and every project under it.
How We Made It
The global brand had nothing in it that addressed India, so the identity was built from the name upward. We chose the name, then designed the logo, the brand and its colour palette, and carried the identity across the ashram and every project running under it.
The engagement also covered positioning: an end-to-end communication and positioning strategy built for the Indian market. Several further projects captured the organisation's activities during the Kumbh Mela.
The collateral produced under the identity includes the Shaktidhaam ashram brochure, delivered in 2018.
