Date
January 2023 to March 2024
Project
Brand positioning, brand identity design, collaterals & others
Client
School of Ultimate Leadership
Duration
1 year
Creating the Brand for India’s Leadership Institution
Client Overview
School of Ultimate Leadership (SOUL) is a national leadership institution vision of Hon Prime Minister of India, Shri Narendra Modi, created to groom leaders across governance, policy, business and social sectors. The mandate was to build a credible institution brand from day zero, not a promotional one
About Project
Umanshi was entrusted with building SOUL’s brand from scratch. This included defining its vision, mission and values and translating them into a full visual and verbal identity. The work culminated in a national launch led by the Prime Minister of India along with the Prime Minister of Bhutan, H.E. Mr. Dasho Tshering Tobgay, Chairman of the SOUL Board, Shri Sudhir Mehta and Vice Chairman, Shri Hasmukh Adhia
Challenge
No Existing Playbook
There was no reference point for building a national leadership institution of this kind in India while meeting global expectations. To derive key insights we spoke to their core team Dr. Hasmukh Adhia, Former Finance Secretary, GOI, Anand Shah, Co-founder, Teach for India, Jayesh Desai, ED, Torrent Pharma & others
Multiple Stakeholders
Audience was not one group.
The brand had to speak to policymakers, bureaucrats, global leaders, young professionals and future leaders at the same time
National-Scale Moment
The launch was irreversible.
The brand would be unveiled on a national stage with senior Indian and international dignitaries in attendance leaving no room for ambiguity or error.
Our Strategy
Institution-Led Discovery
We began with fundamentals. We worked closely with the SOUL leadership team to define the institution’s purpose, long-term vision and leadership philosophy. Key questions included who SOUL is meant for, who it is not, what gap it fills and what India loses if such an institution does not exist.
Clear Brand System
Built consistency at scale. Developed the logo, colour system, typography, brand book and messaging framework so the brand could be used confidently across platforms and partners. Cultural symbols such as the Dharma Chakra and Anolome were incorporated deliberately, not decoratively, to reflect Indian wisdom with contemporary relevance.
Designed for the moment
Created event branding, onsite collaterals and launch communication for the SOUL Leadership Conclave at Bharat Mandapam and the soft launch at GIFT City. This included stage backdrops, spatial branding, delegate material and visual systems ensuring the institution’s philosophy translated seamlessly from strategy to physical experience.
Testimonial
A Partner Who Adapted and Delivered
Umanshi has been patient with our organisation’s evolution as a startup and supportive of our dynamic work, has been responsive to our needs and delivered brilliantly on last minute unplanned branding asks. It has been great working with the team.
Prerna Wadikar
Program Chairperson, SOUL
Built for Business Outcomes
Aligned Direction
Clarified who SOUL is and is not aligning leaders teams and offerings through sharp vision and mission questions.
Rooted Identity
Built a symbol system using the Dharma Chakra and Anolome reflecting Indian wisdom with global relevance.
Protected Brand & Launch Integrity
Delivered strategy, design and event branding under one roof enabling a seamless national launch.
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