The brief was to create a corporate identity for Hemant Achrekar (snake rescuer) in a creative way to spread awareness, with a purpose to reduce the killing of snakes. The target audience is anyone who stands a chance to encounter snakes.

While designing we found the snake's forked tongue and hood to be an interesting element of the snake's personality - which we used to startling effect in both the covers of the letterhead as well as the visiting card. The card itself, because it needed to be informative, resembles the undulating body of a snake - which again, is replicated in the long copy of the letterhead on the right hand side.

Visiting cards and information on the letterheads were distributed to various animal rights groups, environment-related forums and nature lovers - besides direct distribution at residential localities bordering national parks and in semi-urban and rural suburbs. This resulted in increase in calls per week after a sighting by 200% as compared to before this exercise. And during the peak of the monsoon, up to 5 calls a week.

The outcome besides increase in number of calls - human lives saved, snakes returned unharmed to their natural habitats, and a society more educated about snakes and their preservation in general.