GOONJ | N Ø V I rev

GOONJ

#grassroots_action

#rural_development

#dignity_in_action

20.5937° N, 78.9629° E

THE BRIEF

Dignity

Goonj asked us to help articulate and amplify a 25-year movement that turns urban surplus into rural dignity. They needed a narrative system, photography and film, brand cohesion and a digital presence capable of communicating a complex, community-driven model to domestic and international audiences. Our role was to bring clarity, humanity and global resonance to one of India’s most innovative social impact organisations.

Project Scope

Concept and story architecture aligned to Goonj’s mission and model

Photography and film captured across urban hubs and rural initiatives

Brand guidelines and identity refinement for unified communication

Website creation for the Goonj Foundation to engage global supporters

A long-term storytelling mentorship programme for 50+ frontline staff

Framework Building

Together, we produced:

A cohesive narrative that connects urban “waste” to rural transformation
A visual and editorial language grounded in dignity, craft and lived experience
Communication tools for fundraising, education, partnerships and global outreach
Scalable systems enabling staff to document work with accuracy and humanity
A platform that elevates Goonj’s approach for NGOs, students and social entrepreneurs worldwide

Insight

Our collaboration grew over multiple years and many journeys across India, from Delhi’s cloth-processing centres run by hundreds of women to remote villages building roads, restoring lakes, replanting mangroves and rebuilding after disaster. Goonj’s challenge was never impact; it was communicating that impact while serving communities with urgency.

By documenting their work firsthand and mentoring their teams in storytelling, we supported a model rooted in dignity, community problem-solving and local leadership. The stories we captured reveal a simple truth: discarded materials can become catalysts for social reform when guided by the wisdom of the people most affected.

Impact

The result is a communication ecosystem that is authentic, scalable and long-lasting. Through concept development, storytelling, photography, film, branding, digital design and staff mentorship, the project strengthens how Goonj presents its mission — as a movement built on dignity, ingenuity and community-led change.

Today, Goonj and the Goonj Foundation have the tools to share their approach with India and the world, ensuring their message continues to travel far beyond the communities where it began.