VEERA FOUNDATION
Branding, Visual Identity
The Veera Foundation is a movement rooted in action, advocacy, and collective healing—working at the intersection of male transformation and gender justice. It invites men to rethink strength—not as stoicism, but as the willingness to listen, to feel, and to show up. Praxis partnered with CORE Experience to build an identity for Veera that could hold the tension and the tenderness, the discomfort and the hope. Just as importantly, it needed to celebrate—healthy masculinity, solidarity without shame, and a future shaped by empathy.
Drawing from Indian scripts and the idea of transforming from within, the Veera logo presents a confident figure — standing tall not in dominance, but in conviction. The brand’s palette is grounded in a South Asian context with tones that felt instantly familiar while remaining fresh and vivid. The overall visual system needed to speak to a wide spectrum of audiences: engaging young people at a grassroots level while remaining credible and vibrant for investors, educators, and other stakeholders.
The typographic choice to have bold yet softened letterforms highlights what Veera stands for—strength paired with sensitivity, structure with space. The identity extends across print, digital, and community-led touchpoints, that is expressive and inviting.