Proximity Works — AI Systems Built for Scale

Creating a brand with  dual identities.

OVERVIEW

Can a brand that speaks to a farmer in rural India also attract top tech talent?

Jai Kisan is a rural focused Neo Bank that provides a one stop solution for the financial needs of rural businesses and individuals. They wanted a brand that could evolve into two distinct visual identities to appeal to two distinct audiences, with a separate web presence for each.

The first would target Jai Kisan’s actual users, who comprise of Agri-input retailers, small landholder farmers, and large companies with rural supply connections.

The second focused more on attracting the right talent and partners — business leaders, investors, rockstar developers and designers.

Client

FrontRow

Deliverables

Brand Identity

Visual Design

Motion Design

Interactive Design

No-Code Website

THE APPROACH

Analysing the existing brand

A brief analysis of the existing brand helped us frame our approach and define our goals for the rebranding. Jai Kisaan already had strong recall amongst its rural users. However, its visual identity was weak, underdeveloped, and inconsistent. It was also not a brand that could hope to attract investors or talent in the tech world.

Honour tradition

Carefully
planned

Honour tradition

We wanted to retain some aspect of the original branding and seek inspiration in Jai Kisaan’s rural roots.

A real and relatable identity for rural users

Highly
scalable

A real and relatable identity for rural users

For Jai Kisan's user base, we decided to focus on making the brand feel warm and relatable.

A playful, aspirational identity for talent and investors

A short
learning curve

A playful, aspirational identity for talent and investors

The goal here was to design a word-class visual identity that immediately attracted attention.

Seeking inspiration in rural scenery

We sought inspiration in rural scenery — green farmlands, painted earthen walls, rangolis adorning raw floors. As a nod to the existing logo, we also incorporated the motif of a turbaned head and an organic, earthy palette.

BRAND DESIGN

Deriving the base motif

We began with a minimal, geometric form created by combining the triple motifs of a turbaned head, a pie chart, and a minimal rendering of rural farmlands. The symbol we arrived at resembles a stylised, turbaned head. This is the base motif of the Jai Kisan logo, and also the building blocks of its visual identity.

Creating the logo

Taking inspiration from rural wall art, we used the base motif to create a symmetrical ‘rangoli’ like structure that is warm, welcoming, distinctly Indian; and yet clean and modern.

Defining a visual foundation

Color

We retained the original green, but modified it and derived variants to create the primary color palette.     To complement it, we created a palette of secondary colors that could be used for illustrations and visual design.

Typography

Keeping in mind Jai Kisaan’s diverse audience, we chose a contemporary, versatile and multi-lingual typeface.

VISUAL IDENTITY

A warm, organic identity for users

For Jai Kisaan’s rural audience, we created a warm, organic visual language that feels relatable and human.

Hand-drawn patterns
& mixed media

Hand-drawn patterns & mixed media

Hand-drawn patterns
& mixed media

Choosing a mixed media approach allowed us to bring together hand-drawn patterns, textures, and images of real people.

The ingredients come together to create visuals that are unique, appealing, warm, and relatable.

BRAND DESIGN

A playful, aspirational brand for  urban audiences.

When it came to investors and potential talent — the aim was to design a word-class visual identity that immediately attracted attention.

Standout 3D graphics

In a bid to truly pop out of the screen, we created a large bank of custom 3d assets and intricate scenes. The rounded, geometric shapes of the base motif served as building blocks for all the 3d assets, making Jai Kisan's visuals 100% branded and truly unique.