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Case Study: Rebranding The Inside Edge Project with Bhavi Devchand
- Philippa Crosthwaite
- 5 hours ago
- 3 min read
Bhavi Devchand, The Inside Edge Project
When Bhavi Devchand, professional cricketer and founder of The Inside Edge Project, approached us to refine her brand presence, the mission was clear: to bring her authentic story, purpose and impact to life. Bhavi’s work sits at the intersection of sport, psychology, and culture and her brand needed to reflect that complexity and depth.
Through a complete rebrand and website transformation, we helped Bhavi articulate her message visually and verbally - refining tone, streamlining user experience and curating a website that highlights the extraordinary impact she’s having in global sport and mental health. The result is a digital home that captures her voice, honours her vision, and positions The Inside Edge Project as a leading force in cultural awareness and psychological safety in sports.
Get to Know Bhavi Devchand — Founder of The Inside Edge Project and Professional Cricketer
Bhavi Devchand’s journey bridges continents, cultures, and the human side of performance. As a professional cricketer and coach, she’s experienced firsthand how culture shapes confidence, belonging, and mental health - particularly for athletes navigating diverse environments. Her organisation, The Inside Edge Project, was born from that understanding.
“Cross-cultural wasn’t front of mind initially,” Bhavi reflects. “It was my personal experience of being in a culture that wasn’t so supportive of who you are, where you felt like every day you had to rock up and prove yourself. Then literally two months later, I dropped into another one — and all of a sudden, I felt like I belonged.”
Her experiences revealed what many in sport overlook: culturally aware coaching isn’t a niche concept - it’s essential. It’s about recognising how values, communication styles, and perceptions of authority differ across backgrounds, and how these nuances directly impact performance and wellbeing.
“Cricket, in particular, is becoming more and more cross-cultural with the franchise game,” she explains. “In India, for example, there’s a high power distance — so respect for authority is really strong, and people might not challenge decisions. In Australia, it’s different. You can disagree and have a straight-up conversation.”
Through The Inside Edge Project, Bhavi works with athletes, teams, and leaders to build environments that value individuality and psychological safety, creating spaces where people can perform at their best - not despite who they are, but because of it.
The Global Rise of Women’s Sport - and Why India Is the Next Frontier
Bhavi’s insight extends far beyond the boundary lines. She’s slated to deliver a keynote at the Melbourne Cricket Ground (MCG) during Australia Sports Innovation Week, titled “Surging: Women’s Sport in India Will Impact the World!”
As someone deeply connected to both Australian and Indian sporting cultures, Bhavi sees the evolution happening in real time.
“India is fascinating — the sheer population size and passion for the game are beyond anything I’ve seen anywhere else,” she says. “Mindsets are shifting fast, and the sooner people recognise this — from a commercial, relational, and professional standpoint — the better. There’s enormous potential.”
For Bhavi, the next great transformation lies in empowering women to see sport as a viable path — not just recreationally, but professionally. “That journey has started,” she says. “Now the next part is: how do we support them?”
Reimagining the Future of Sport
Bhavi Devchand’s story is one of courage, empathy, and innovation — both on and off the field. Her work through The Inside Edge Project is redefining what leadership and growth look like in sport, reminding us that true performance begins with belonging.
And now, with a revitalised brand and website to match her vision, Bhavi is ready to scale her impact globally - creating psychologically safe, culturally aware spaces that empower athletes everywhere to find their inside edge.