Shift is a multi-platform design project that addresses the silent epidemic of everyday public harassment - groping, catcalling, stalking, and other behaviors that are often brushed off as “normal” in Indian cities. These violations happen all the time, especially to young women stepping into independence, navigating campuses, commutes and city life on their own for the first time.
Through a reporting app, seminar series and awareness campaign, Shift creates a safe space to talk about unsafe ones. It offers tools to report incidents, learn about rights and red flags and share stories in a way that feels empowering.
Watch my presentation from 2025 Thesis Forum here
A harder truth is that young adults grow up without the tools, language or support to protect themselves. No clear guidance or structures designed for the realities they face on the street, in classrooms, on public transport and online.
The branding follows the same philosophy: to break the norms followed by existing non-profits and speak directly to it’s target audience. The electric blue and tangerine colors were selected because they convey urgency as well as support. Similarly, the logo lockup and identity system share a sense of togetherness and support alongwith a call for change.
The design language mirrors that energy. The words hit bold and unapologetic, because the topic demands nothing less. GIFs thread through the session to keep it light and approachable but, never at the expense of the subject. Humor becomes a bridge, not a shield. The visuals make the room feel less like a lecture and more like a conversation students actually want to stay in.
The design language is sharp, straight to the point and impossible to misinterpret. The interface is clean and spacious, with bold cues that guide users instead of overwhelming them. Screens aim to be supportive and strong which is necessasy in dire situations. The app has features such as in-app calling and messaging that reinforce the user’s safety.
User personas and rounds of user testing shaped the app at every stage, ensuring the flow, language and features match how students actually think, feel and respond in high-pressure moments.