PREKSHA SHAH



 


ATMATA

This MA thesis project explores how branding can reduce the stigma around autism, consequently boosting awareness and fostering a more promising future for autistic children in India.  
NAMING
BRAND STRATEGY 
BRAND IDENTITY
MOTION GRAPHICS
ILLUSTRATIONS

      My choice of participatory research methodology was rooted in the belief that involving the community in the creation process was vital. 
By actively engaging with autistic individuals, parents, educators, and experts, I ensured that my brand initiatives are shaped by and for the community I aim to support.VIEW PROCESS BOOK

co-designers

In India, autistic children are called “Matimaand” and “Gatimaand,” translating to“slow brain/foolish” and “slow movement, respectively. The pervasive use of such negative connotations to describe the autistic community deeply affected me. Motivated by a desire to reshape perceptions, I embarked on a journey to rename and reposition the community in a positive light. 
VIEW PROCESS BOOK

autism etymology
brand name


ATMATA STUDIOS - Unleashing Creative Expressions

Atmata Studios is dedicated to Unleashing Creative Expressions in autistic children through engaging workshops. These workshops aim to foster self-expression by helping kids explore their unique strengths and styles. 


back after opening the zine
zine front page
 ATMATA UNVEILS - Unveiling Infinite ways of thinking

Atmata Unveil redefines societal perceptions of autism through engaging in annual or bi-annual exhibitions. The upcoming "Living Portraits" Exhibition features living portraits of autistic individuals. These portraits would not be traditional paintings or photographs but their quirky self-portraits.  



ATMATA JOY BAZAAR - Transforming Perspectives, 
Empowering Artisans. 

Atmata Joy Bazaar is not just a shop; it’s a transformative space where perspectives shift, and artisans are empowered. This is where the perception shift from pity to admiration happens. Our curated collection of products showcases the talents of autistic individuals, providing a platform for expression and economic empowerment. 


ATMATA NARRATIVES - Where Stories Resonate, Hearts Connect.

In the realm of Atmata Narratives, stories become a powerful medium where hearts connect. We share narratives that resonate, bridging understanding and fostering inspiration.

VIEW PROCESS BOOKAtmata seeks to position itself as a beacon of awe and revelation. Mainly non-profit organisations evoke pity or guilt from their target audience but I wanted to position the brand in a way that evokes amazement. This means that when the user digs deeper to find out more about autistic kids, they will be filled with amazement & respect.
exhibition display
concertina process book 
student voices for atmata


INSTITUTE - UNIVERSITY OF ARTS LONDON, TUTOR - MO LING & PAUL JACKSON,  AUTISTIC SCHOOL COLLABORATION - AJINKYA FOUNDATION, INDIA, CONCEPT AND DESIGN - PREKSHA SHAH