Identity Design for Public Sector Projects on Sustainable Mobility
Creating a brand for India's first Urban Street Network in Pimpri Chinchwad
Location
Pimpri Chinchwad, Maharashtra
Service
Identity Design
Year
2025
Collaborators
Pimpri Chinchwad Municipal Corporation
Role
Lead - Strategy, Design and Execution
Credit
I share the credits of this work with an awesome artist collaborator - Deepesh Sangtani!
Too often, iconic city projects get forgettable identities - rushed logos, last-minute designs. But not in Pimpri Chinchwad. As the city built India’s first integrated urban street network, we crafted a bold, future-forward identity that matched its ambition. A symbol of transformation - one that citizens could see, feel, and rally behind.
Use cases for the brand identity | Credits: Aangi Shah & Deepesh Sangtani
Use cases for the brand identity | Credits: Aangi Shah & Deepesh Sangtani
"City identities are built slowly, over time. We can but provide the platform, eventually the city needs make it their cultural expression"
Brands are more than logos. They are cultural expressions of the people. When a citizen sees the brand, they should feel like they belong.
Across India, city projects often go unnamed and unbranded - their impact diluted by forgettable visuals. But in Pimpri Chinchwad, the launch of India’s first integrated urban street network demanded a bold, future-ready identity.
Enter Harit Setu - a name, a vision, and a system built to reflect the scale and ambition of the project. This wasn’t just a logo. It was a cohesive identity system - complete with a strategic name, adaptable visual language, and templates for site branding and communication - all rooted in the idea of connected, green, people-first streets.
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Harit Setu was submitted as part of a competitive branding process for the project - and was designed to be more than a label. It offered the city a clear, consistent system to communicate its vision as the network came to life.
