Maatram
Designing a Digital Presence for Mental Health Support in Auroville
Yuvabe Studios partnered with Maatram to design a clear, compassionate digital identity through branding, logo design, and a user-friendly website, making mental health support in Auroville more visible, accessible, and community-focused.
What We Did
Project Context
Maatram is Auroville’s leading mental health support initiative, known for its inclusive and systemic approach to well-being. Their work looks beyond individual symptoms, addressing the cultural, emotional, and spiritual contexts that shape mental health.
The challenge was to translate this deeply human mission into acalm, trustworthy digital presence, despite limited visual assets, while ensuring clarity, accessibility, and cultural relevance.
Our Approach
Yuvabe Studios focused on clarity through care. We created a culturally grounded brand identity and a thoughtfully structured website that reflects Maatram's values, supports ease of navigation, and invites individuals to seek help without overwhelm or stigma.
Process & Key Points:
Logo Design & Visual Identity: Designed a logo inspired by traditional kolam motifs, symbolising transformation, continuity, and support—rooted in local culture and meaning.
- Colour & Typography System: Selected calming, inclusive colours and clean, approachable typography to create a sense of safety, trust, and emotional balance across digital and print formats.
- Website Design & Structure: Organised content into clear sections—What, Why, How, and Who—making it easier for visitors to understand Maatram's approach and services at a glance.
Website Design Structured content into clear sections (What, Why, How, Who) for intuitive navigation.
- Core Messaging & Content Editing: Refined language to reflect Maatram's systemic mental health philosophy, ensuring clarity, consistency, and accessibility for a diverse audience.
- Website Optimisation: Optimised layout and content flow to improve usability and performance, even with limited imagery.
● Some Mockups Exploring The Maatram Logo, Both English and Tamil, Applied to Various Places
Challenges
Creating a meaningful and credible digital presence with minimal visual content, while ensuring sensitivity to mental health and alignment with Auroville's cultural context.
Wins
Delivered a warm, user-friendly mental health website and a culturally resonant brand identity that strengthened community connection, improved visibility, and established lasting trust and recall.
● Watch this testimonial video for Yuvabe by Megha, From Maatram
Like What You See?
Let’s Make It Happen.