Dalit Freedom Network

Complete rebrand for international organization fighting for Dalit rights and freedom in India

In the world's largest democracy, 250 million Dalit people face systematic denial of freedom, justice, and human dignity after 3,000 years of oppression. But these remarkable individuals are standing up for their children's rights to live in freedom and dignity. When their leaders approached Whiteboard for help bringing their story and new hope to global attention, we joined an international team of development researchers, writers, designers, and web developers. Working closely with strategic partner 26 Tools, we shaped a messaging system that highlights authentic interactions with freed people, emphasizing both meaningful words and impactful action. The approach deliberately avoided two common pitfalls: the 'wake up' message that positions organizations as cultural prophets, and celebrity activism that centers donors as change agents. Both approaches can cheapen real suffering and erode credibility. Instead, our five-month collaboration resulted in a comprehensive rebrand that builds on the established international logo while creating cohesive brand standards. The redesigned website at dalitnetwork.org reflects this authentic approach, ensuring the focus remains on the extraordinary people changing their own lives and the meaningful ways others can support their journey toward freedom.