​​Designing with Purpose: Using Creativity to Drive Impact at Project Stree

For design team leads, Purti and Jui, design isn’t just about making things look beautiful—it’s about telling stories that matter. As two of the creative minds behind Project Stree, they bring a powerful blend of artistic talent, empathy, and cultural connection to their work, designing educational resources and communications that empower women and girls across India.

Both designers discovered their creative passions early on. Purti, always a hands-on, DIY enthusiast, found joy in painting, crafting, and making gifts by hand. Art became a form of self-expression, and eventually a way to make a meaningful impact. Jui shared a similar path, blending her love for art with an academic interest in science and sustainability. Her background in architecture and sustainable design gave her a unique lens on how to merge aesthetics with purpose.

Though they didn’t meet as classmates, their paths overlapped in college in Mumbai—only to reconnect years later in the United States through Project Stree.

Jui joined the Project Stree team in 2019 after hearing about the initiative at a Diwali party. Drawn to the mission of improving menstrual health education, she reached out to co-founders Juhi and Ria, eager to lend her design skills. A couple of years later, she invited Purti to join the team as well.

For Purti, who had previously volunteered with NGOs in India, it was a perfect opportunity to stay connected to her roots and contribute to a cause close to her heart—even from afar.

“It felt like a way to give back to my home country through something I truly love—design,” Jui adds.

At Project Stree, design plays a critical role. From educational booklets passed out in workshops to merchandise to social media campaigns, every touchpoint is intentionally crafted to be clear, culturally sensitive, and emotionally resonant.

Their most recent project—the 2024 Impact Report—was a major milestone. Celebrating five years of work and over 100 menstrual health workshops across India, the report became both a design challenge and a creative celebration.

“The timeline we designed showing our five-year journey was one of my favorite parts,” says Jui. “It felt like watching our impact unfold, visually and meaningfully,” adds Purti.

Collaboration is key for Jui and Purti. Despite living in different cities and balancing full-time jobs, the design team meets weekly, every Wednesday at 8:40 PM, on Zoom to brainstorm ideas, review progress, and support one another.

Both designers see design as a powerful vehicle for social change. It’s not just about information—it’s about connection. “Design is a silent amplifier,” says Purti. “It evokes emotion, simplifies complexity, and makes messages stick.” “We aim to make content intentional, simple, and heartfelt,” Jui adds. They’ve also learned that even small design changes can make a big difference, especially in communities where literacy levels or access to education may vary. Visual learning can bridge gaps in a way words alone sometimes can’t.

Their design process is a balance of intuition and iteration. While Jui often begins with hand sketches and brainstorming sessions, Purti starts with digital mood boards and messy idea dumps. They both rely heavily on Canva, which has become the team’s go-to tool for fast, collaborative work. They’re not afraid of creative differences either. “We don’t always agree,” admits Purti. “But our discussions are rooted in logic and purpose. We actually improve our work by challenging each other.”

Looking ahead, both designers are excited to push the creative boundaries of Project Stree even further. Purti hopes to bring motion design and animation into the website to make it more engaging, while Jui is exploring the idea of a heartfelt introductory video for workshop attendees.

Beyond Project Stree, they’re also committed to growing personally as creatives—exploring everything from watercolor illustration to Indo-western design fusions.

For anyone interested in using their creative skills for social good, their advice is clear: “Prioritize passion over paychecks,” says Purti. “The work may not always come with big rewards, but the impact is deeply fulfilling.” “Stay curious, be consistent, and remember the why behind your work,” adds Jui.

What stands out most in speaking with Purti and Jui is their genuine joy in creating something meaningful together. Whether they’re co-designing an impact report or reviewing workshop photos, their work is grounded in compassion, purpose, and play.

And if the Project Stree design team had a theme song?

“No doubt—Who Run the World? Girls,” laughs Purti. “It’s literally our vibe.”

Want to see their work in action?

Explore more at Project Stree’s website and follow along as they continue designing for change, one story at a time.