Spiritual Tech | Dharmayana
Consumer App | Brand & Content Strategy | Instagram
Client Context
Dharmayana is a modern Hindu lifestyle app rooted in Panchang-based utility. The goal: build a coherent brand identity, differentiate in a cluttered devotional-tech space, and create Instagram content that could drive both reach and resonance.
Brand Strategy
• Defined the brand’s role, voice, and messaging lens
• Positioned Dharmayana as a practical guide to spirituality - not a devotional lens but a copassenger on the journey to Dharma.
• Differentiated brand in the devotional market by speaking to young generation and busy professionals in a language that resonates with their life's struggles and solutions.
• Created long-term thematic anchors tied to cultural habits, seasonal rhythms, and user intent
• Built communication pillars around Dharmayana as a go-to guide to understanding the logic behind Hindu rituals.
Content Strategy (Instagram)
• Audited user behavior, platform dynamics, and competitive patterns.
• Developed content structures that balanced relevance, education, and shareability.
• Created a calendar rooted in Panchang cycles, festivals, pain-point moments, and platform trends.
• Used copy-driven visuals and human-first angles to build engagement.
Impact
• 216% increase in reach in 45 days (to 750K accounts reached)
• Growth driven by content tied to decision anxiety, festival moments, and personalized spirituality.
• Higher content performance on posts tied to user decision cycles (e.g., fasting, festival prep, transit updates).
• Voice and visual system now aligned across app and social.
Align your strategy with the stars.
A Blunt Corporate.
• Defined the brand’s role, voice, and messaging lens
• Positioned Dharmayana as a practical guide to spirituality - not as a devotional lens but a copassenger on the journey to Dharma.
• Differentiated brand in the devotional market by speaking to young generation and busy professionals in a language that resonates with their life's struggles and solutions.
• Created long-term thematic anchors tied to cultural habits, seasonal rhythms, and user intent
• Built communication pillars around Dharmayana as a go-to guide to understanding the logic behind Hindu rituals.
Brand Strategy
Dharmayana is a modern Hindu lifestyle app rooted in Panchang-based utility. The goal: build a coherent brand identity, differentiate in a cluttered devotional-tech space, and create Instagram content that could drive both reach and resonance.
Client Context
• Audited user behavior, platform dynamics, and competitive patterns.
• Developed content structures that balanced relevance, education, and shareability.
• Created a calendar rooted in Panchang cycles, festivals, pain-point moments, and platform trends.
• Used copy-driven visuals and human-first angles to build engagement.
Content Strategy (Instagram)
• 216% increase in reach in 45 days (to 750K accounts reached)
• Growth driven by content tied to decision anxiety, festival moments, and personalized spirituality.
• Higher content performance on posts tied to user decision cycles (e.g., fasting, festival prep, transit updates).
• Voice and visual system now aligned across app and social.
Impact
Align your strategy with the stars.
A Blunt Corporate.
A Blunt Corporate.
Spiritual Tech |
Dharmayana
Consumer App | Brand & Content Strategy | Instagram
Client Context
Dharmayana is a modern Hindu lifestyle app rooted in Panchang-based utility. The goal: build a coherent brand identity, differentiate in a cluttered devotional-tech space, and create Instagram content that could drive both reach and resonance.
Brand Strategy
• Defined the brand’s role, voice, and messaging lens
• Positioned Dharmayana as a logical, practical guide to spirituality - not as a devotional lens but a copassenger on the journey to Dharma.
• Differentiated brand in the devotional market by speaking to the young generation and busy professionals in a language that resonates with their life's struggles and solutions.
• Created long-term thematic anchors tied to cultural habits, seasonal rhythms, and user intent
• Built communication pillars around Dharmayana as a go-to guide to understanding the logic behind daily Hindu rituals.
Content Strategy (Instagram)
• Audited user behavior, platform dynamics, and competitive patterns.
• Developed content structures that balanced relevance, education, and shareability.
• Created a content calendar rooted in Panchang cycles, festivals, pain-point moments, and platform trends.
• Used creative-copy-driven visuals and human-first creative angles to build engagement.
Impact
• 216% increase in reach in 45 days (to 750K accounts reached)
• Growth driven by content tied to decision anxiety, festival moments, and personalized spirituality
• Higher content performance on posts tied to user decision cycles (eg. fasting, festival prep, transit updates)
• Voice and visual system now aligned across app and social
Align your strategy with the stars.