Illustration for Kutch Mahila Vikas Sangathan

Kutch Mahila Vikas Sangathan (KMVS) is a rural women's collective in Kutch, Gujarat.

I created this concept illustration while collaborating on a website redesign. Intended as the hero image for the home page, it draws inspiration from a multitude of embroidery styles that the communities of Kutch are well known for. Representations of the women of Kutch, and the various animals that form an integral part of their lifestyle and livelihoods are also included, alongside the Sarus Crane - a bird that has inspired the women of KMVS since its inception.

Disappointingly for me, KMVS eventually chose to take a different creative direction, so the illustrative work was not used.

The project went through a few stages:

• I started by reading through research material containing detailed depictions of the various embroidery styles, each practiced by a different community of Kutch.
• I then started crafting the illustration while referencing as many of these styles as possible. I identified animals of significance and commonly occurring motifs and patterns. Through several rounds of making, breaking and refining, I arrived at the final illustration.
• Finally, I adapted it in two smaller sizes, to responsively resize on Mobile and Tablets.

KMVS's existing colour palette - inspired by the vibrant colours of Kutch - was modified over the course of this project to suit the new design style.