A Cultural, Experimental, and Purpose-Driven Brand
Context
Jhi Newa is a digital preservation project born out of my Master’s degree journey at the University of Greenwich, under the MA Web Design & Content Planning program. What began as an academic assignment evolved into a personal mission to reclaim and represent Newar identity in a digital landscape that often overlooks indigenous narratives.
The project was originally titled Jhigusanskriti, which means “Our Religion” in Nepal Bhasa. However, as the brand evolved, it took on a broader, more inclusive name — Jhi Newa, meaning “We Newars.” This name redefined the vision: to celebrate not just faith, but the full cultural spectrum of the Newar community through design, storytelling, and digital expression.
Details
Time Frame:
Jan 2022 – June 2022
Role:
Brand Designer, Web Developer, Content Planner
Involvement:
Adobe Suite, WordPress, PHP, HTML/CSS
Course Context:
MA Web Design & Content Planning, University of Greenwich
Overview
Jhi Newa is a cultural brand and digital archive that embodies identity, heritage, and visual storytelling. The mission was to create a brand ecosystem and platform that preserved Newar culture in a way that’s modern yet respectful of tradition. It’s built at the intersection of culture and code, with design decisions rooted in research, intention, and emotion.
This project demanded the full application of everything I learned during the course — from naming and branding, to wireframing, UI design, and website development. The brand reflects the values of community, legacy, and authenticity, wrapped in a clean yet cultural visual identity.
Challenge
Bridging ancient culture with modern UX is no easy feat. The challenge was to create a culturally rich, accessible digital presence that felt modern but deeply respectful. The initial name “Jhigusanskriti” felt too narrow and complex to resonate globally. Renaming it to Jhi Newa brought clarity, warmth, and inclusiveness.
Design-wise, the balance between tradition and modernity was key. I wanted the website to feel sleek and functional, yet rooted in the textures and stories of Newar culture.
Solution
✦ Intentional Naming (Jhi Newa)
From “Jhigusanskriti” to Jhi Newa, the pivot helped shape the brand voice — more collective, less abstract, and easier to remember. “We Newars” instantly creates a sense of belonging and identity.
✦ Distinctive Visual Identity
The logo draws inspiration from pagoda-style architecture, reflecting the spiritual and architectural soul of the Kathmandu Valley. The visual palette, typography, and textures are a mix of modern interface design and subtle cultural cues — offering familiarity to a digital-native audience while honoring traditional aesthetics.
✦ Hybrid Web Development
While most go full WordPress or full custom, I took a hybrid approach:
Main Website: Custom-coded in PHP for performance and creative freedom
Blog/Content System: Powered by WordPress as a secondary CMS for better scalability and ease of content publishing
This dual-system approach gave me control over design while ensuring content could be updated effortlessly post-project.
✦ User-Centered Design
Every layout and interaction was planned with accessibility and emotional resonance in mind. I followed a mobile-first, responsive design strategy that aligned with the modern user behavior patterns, especially for diaspora users accessing the site globally.
✦ Immersive Parallax Experience
To elevate user engagement and bring depth to the storytelling, I implemented parallax scrolling across key sections of the Jhi Newa website. This effect wasn’t just for aesthetic — it served a purposeful narrative function.
As users scroll, background elements move slower than the foreground, mimicking layers of history being uncovered — a metaphor for how Newar culture reveals itself over time. The subtle motion adds a cinematic quality to the experience, drawing visitors deeper into the visuals and stories.
The parallax transitions help guide the eye, control pacing, and create a tactile, almost spiritual vibe — mirroring the immersive nature of Newar heritage itself. It bridges the traditional with the digital, offering visitors a smooth, interactive experience that’s both modern and rooted in symbolism.
Achievements So Far
✔ Brand Identity Finalised – Logo, naming, and cultural design system in place
✔ Website Designed & Developed – Fully functional site deployed and live
✔ CMS Integration – WordPress setup for cultural content blogging
✔ Cultural Relevance – Platform that feels like home to Newars and sparks curiosity in others
✔ Academic Excellence – Successfully submitted as a major thesis project and praised for its design clarity and cultural contribution
Future Vision
Jhi Newa isn’t just a university project — it’s a foundation for a bigger movement. Here’s where it’s heading:
Expand Content Library – Collaborate with cultural historians, photographers, and creators to expand blog content
Multimedia Storytelling – Integrate video documentaries, oral histories, and short cultural reels
Community Engagement – Feature guest writers and voices from the Newar community worldwide
Digital Products – Explore limited edition merchandise like typographic posters, zines, or Newar-script-inspired fonts
Language Tools – Build mini tools to help users learn basic Nepal Bhasa terms or pronunciations
Final Thoughts
Jhi Newa is a tribute to roots, language, and belonging. It reflects not only my growth as a designer but my responsibility as a Newari creator in the digital era. It’s proof that academic work doesn’t have to end in submission folders — it can become something that lives, breathes, and uplifts culture in unexpected ways.
Explore the live project: www.jhinewa.com