Vand Afghanistan Project

In collaboration with Inverse Design School

About the project

As a reaction to the return of the Taliban to power in 2022 and the educational and work restrictions they placed on Afghan girls, Kelkin project began with the goal of empowering Afghan girls to find work by holding a graphic design course so that within a few months they can work even at home and continue their social life. This project was founded as the corporate social responsibility of “Vand International Company”, which has provided all the financial costs of this project until now and has not received any financial or any other form of support from government and international institutions.

About Vand International Company

Founded in 2016 in Tehran by Toraj Saberivand, the company was officially registered in England in 2019, and has a staff of ten full-time and ten part-time employees. “Vand International Company” has consulted many well-known companies on design and strategy in Iran, Canada, UAE and France and has won major design awards for their projects such as “Graphis” and “IDA” awards in United States, “A’Design” award in Italy, “The Best Brand” award in Germany, “Silver Cypress” award in Iran and has been nominated for “World Brand Design” award in England.

The launch of the project

A group of Vand company colleagues, project founder Toraj Saberivand, project communications manager Mitra Ferdowsi, project consultants Jalil Noorbakhsh and Ashkan Allahyari, and project coordinator Nazanin Ahani gathered as the core team to start the project. Many consultative meetings were held with Iranian and Afghan social activists who had previous experience of voluntary projects in Afghanistan so that the project could proceed with full understanding of the situation. Finally, the Kelkin Project’s call was publicized on International Women’s Day, March 8, 2022, in news outlets and social networks of Iran and Afghanistan. In this call, Afghan women and girls were invited to complete the initial registration form on the Vand company website. Within a month, 531 Afghan girls signed up from various countries. Those who registered were between the ages of 13 and 48 years old, with the majority of them being in the range of 17 to 32 years old. 62 percent lived in Afghanistan, 25 percent in Iran and the rest in ten other countries such as France, United States, Italy, Turkey and Sweden. 38 percent had left Afghanistan less than a year ago. Only 3 percent of these girls were “thoroughly” familiar with the basics of graphic design, and 86 percent had no professional work experience.

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Project Instructors

Parnia Pavpar

Photoshop Instructor

Ali Shams

Illustrator Instructor

Alireza OrduAbadi

Advanced Photoshop Instructor

Touraj Sabrivand

Design Literacy Instructor

Project Colleagues

Touraj Sabrivand

Project Founder

Jalil Nourbakhsh

Advisor

Mitra Ferdowsi

PR Manager

Nazanin Ahani

Cordinator

Dr Ashkan Allahyari

Advisor

Parisa Javid

Education Director of Invers School

Companions

Since the beginning of the call for the project, many Iranian companies have expressed their desire to join the project. Given this welcome, the companionship of companies was defined as a voluntary partnership to create job opportunities for graduates.

Eventually, 26 Iranian companies came to help the project to create jobs for graduates. Vand International introduces students who successfully pass the training and courses to companies to get jobs and free-learning and part-time projects.

The project in the media sector also has many companions. Following the political developments in Afghanistan and the deprivation of the education and education of girls and women, domestic and international media have received much attention to the project.

Many media outlets have published the project registration and participation and wrote in their news and reports on the project’s mission and goals. The project has a media support club informing and producing project-related content in their formal space and social networks. The media, whose names and names are below are a small part of the country’s large press community that has appreciated the social and civil goals of the project.

All Registration

536 Woman

16 Countries

1nd semster . Selected Student

158 women

16 Countries

2nd semster . Selected Student

40 women

10 Countries

3nd semster . Selected Student

24 women

4 Countries

Course methodology

The founder of this course, Toraj Saberivand, is a critic of the Bauhaus education method and has written about his idea. He believes that graphic design should be taught not with the basics of visual arts, but with what he calls “design literacy”. Design literacy is the title he has given to a set of knowledge including “communications”, “semiotics”, “aesthetics” and “eye movement”. In the first semester, he implemented this idea and instead of teaching based on conventional methods, he started with communication studies, and in the session where he had to talk about form, he took help from the book “Al-Manazer” by Ibn Haitham, the prominent 9th century scholar.

1st Semester

The registrants were informed that in order to participate in the course, high-speed Internet and a computer suitable for work are necessary, and they were invited to attend the online opening session of this course. The first semester started in the first days of May with 124 people. The participants had three subjects in the first semester. Two software training courses “Introductory Photoshop” and “Illustrator” were held on the online platform of “Inverse School of Art and Design”. After watching the recorded videos of these two classes, the students had to do the assignments, then for confirmation and corrections, send them to the teachers of these two softwares “Parnia Paupar” and “Ali Shams”, renowned teachers in Iran, and get feedback and guidance. In addition, every week they had a two-hour online class called “Literacy of Design” with Toraj Saberivand, designer and founder of Kelkin Project. Vand International Company was only able to provide financial assistance to a few girls living in Afghanistan who were highly interested in this course but did not have proper internet and computers so that they could participate.

2nd Semester

After three months, 40 people out of 120 people who participated in the first semester made it to the second semester, based on the assessment of the teachers. In this semester, the students took the “Advanced Photoshop” course with Alireza Ardobadi and learned more practical techniques than the first semester. The second course of Design Literacy were held twice a week in this semester, more practical exercises were given to students, and they had to design a project each week. Exercises ranged from poster design, book and catalog covers, social media posts, and office papers of fictional companies.

3nd Semester

Kelkin project was planned for two semesters, but at the end of the second one, the enthusiasm of the students and the need felt by the organizing team led to the formation of a third semester. 20 students who passed the second semester made it to the third one to do more exercises during the week and achieve more skills in graphic design.

5 of the more advanced students were invited to a three-month internship at Vand company.

Students' works


The following designs are some of the works done by the students of Kelkin Project.

The result of Kelkin's first course

At the end of Kelkin’s first term, at least 24 Afghan girls have become graphic designers. At least 5 of them are “very good designers” based on the strict standards of Vand company, and all the rest are ready to enter the job market, despite having said they don’t know much about graphic design at the beginning of the call.

Only 2 of them majored in graphics from the university, and the rest came from the fields of psychology, biology, computer, journalism, medicine, literature, economics, and law. They are 17 to 31 years old and except for a few, all of them live in Afghanistan or Iran.

Some of Kelkin students’ notes on the project:

Fatemeh Ahmadi

“Kelkin project was not just a training course for me to acquire graphic design skills and earn income; Rather, it was a course that strengthened humanity, empathy, companionship, courage, bravery and the will to be strong in me. During the difficult days of my life, I met Kelkin, and Kelkin became a reason and a light to overcome and endure those hardships. The skills I learned in this project are very valuable to me, both materially and spiritually. With this course, I gained an income-generating skill and will be earning soon.”

Fatemeh Ahmadi

“Kelkin project was not just a training course for me to acquire graphic design skills and earn income; Rather, it was a course that strengthened humanity, empathy, companionship, courage, bravery and the will to be strong in me. During the difficult days of my life, I met Kelkin, and Kelkin became a reason and a light to overcome and endure those hardships. The skills I learned in this project are very valuable to me, both materially and spiritually. With this course, I gained an income-generating skill and will be earning soon.”

Farideh Akramzadeh

“Kelkin project was a light for me in my confusions. At the height of darkness, a path was lit up that showed a way. The Kelkin Project taught me a profession that I knew nothing about before, and now I understand what an incredible passion I have to pursue it.”

Masoumeh Rezaei

“Kelkin for me is exactly what the name of this project means: “Window”, where light shines through and gives radiance. Kelkin was not only a project for me to learn design, but a hope for the hopeless days when I had motivation. In addition to design, I have learned countless other useful things in this project. I know that I still have a long way to go, but every day I will continue this path with more enthusiasm and motivation. I am sure that I am on the right path and I am more hopeful about my professional future than ever.”

Holding a New Course

Now that we look at these girls and the fate of other Afghan girls, we are convinced by their enthusiasm, interest and developement that this project should be continued. In the first period of this project, we used the financial and human resources of the Vand company, but for the wider and more successful execution of the Kelkin project, more and other collaborations are needed. A summary of what is needed for the second course:

1. Online Courses

Now that we look at these girls and the fate of other Afghan girls, we are convinced by their enthusiasm, interest and developement that this project should be continued. In the first period of this project, we used the financial and human resources of the Vand company, but for the wider and more successful execution of the Kelkin project, more and other collaborations are needed. A summary of what is needed for the second course:

  • An online executive team of three Farsi-speaking people; To coordinate and communicate with the media, students, teachers
  • Providing suitable computers and internet for some participants

2. Offline Courses

Due to the presence of the manager of this project in France, four-month offline education and concentrated courses can be organized in different countries for immigrant girls and women. Required for this intensive four-month course:

  • Cooperation with social institutions that have close relations with Afghan immigrants
  • An online executive team of three Farsi and foreign speakers; To coordinate with students, lecturers and organizations
  • An educational environment for holding classes; Proportionate to the number of participants
  • Cooperation with government institutions to obtain visas for course instructors
  • Providing suitable computers and internet for some participants

Participation in Kelkin Project

Now that we look at these girls and the fate of other Afghan girls, their necessity, passion, interest and growth in this short period of time convinces us that this project should be continued.

Vand's social responsibility campaigns

In parallel with its professional activities in the field of design and branding, Branding Wend Consulting Company has organized several successful and effective campaigns with cultural and social issues as follows in the past years.
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