Avtar is one of India’s most trusted authorities in workplace inclusion. With flagship IPs like the Best Companies for Women in India and the Most Inclusive Companies Index, it had built powerful thought leadership, brand equity, and category ownership under the visionary leadership of Dr. Saundarya Rajesh.
But the brand’s digital experience didn’t match its market authority.
We were brought in to solve a core positioning and experience challenge: How do you transform a legacy brand into a scalable and conversion-ready digital ecosystem?
The central idea: build an impact canvas. Instead of treating each offering as a standalone service, we reorganized Avtar’s work into a journey-based architecture that aligned with how users actually progress in their DEI transformation.
We co-developed a proprietary 6-stage model to group all services by function and intention:
We translated this new strategic architecture into a cohesive digital experience through:
Reduced redundant pages and microsites. Rebuilt the structure to follow the 6E model, with content and CTAs tailored by user type.
Developed a new digital design language centered on a flowing strands motif visually representing the interconnected, evolving nature of inclusion..
Re-tagged blogs, resources, and program pages under the 6E framework for intuitive exploration and internal consistency.
A unified service narrative
The 6E framework transformed a scattered portfolio into a clear, cohesive ecosystem. Teams and stakeholders now speak a common brand language.
Frictionless user journeys
Audiences can seamlessly identify where they are in their inclusion journey—and navigate to the services that meet their needs with clarity and confidence.
Founder-led, not founder-reliant
The narrative honours Dr. Rajesh’s vision while giving internal teams the structure and tools to scale the brand independently.
