The ASHA Project is one of JICA’s (Japan International Cooperation Agency) important initiatives in Punjab. It supports survivors of gender based violence by strengthening protection services, rehabilitation systems, and pathways back to independent lives. The project brings together the Social Welfare Department, the Punjab Women Protection Authority, and district teams across Lahore, Faisalabad, Rawalpindi, and Sahiwal. Project Overview.

IBS (Inspurate Business Services) was engaged to create the project’s visual identity. We designed the ASHA logo with a calm and supportive tone that reflects the spirit behind the name: Advocacy, Strength, Hope, and Action. We also developed the stationery and communication templates, including the letterhead and presentation deck, to help the ASHA teams work with clarity and consistency.

The final identity gave the project a unified and confident presence that matched the seriousness and humanity of the work being done on the ground.