Project Description
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Client P.D.Hinduja Hospital Healthfirst
Project Environment Branding
Better Safe than Sorry
Challenge
The PD Hinduja Group of Hospitals, pioneers in healthcare, were diversifying their activity of preventive care into a fresh brand and standalone Healthcare Centre. They required a Brand Strategy, Naming, Identity, Environment & Signage for their new venture.
Uncover our process
Interpretation
The emphasis on preventive care for a brand at the forefront of diagnosis and cure, was a shift that required differentiation. We conducted stake holder interviews and audience insights to spotlight a strategic route which responded to the question on how might the brand inculcate in its audiences a predilection towards preventive care?
Solution
Our strategic positioning for the brand was inspired by our research, and we mapped our brand thinking to memories of care by parents and family, who constantly inculcated the habit of eating right, exercising and yoga or self-care. This firm, devoted and conscientious care by our families, or Tough Love inspired the positioning of Hinduja HealthFirst, Guardians of Care.
The preventive healthcare methodology itself is based on patient screening and tests. We used the metaphor of the screen as a graphic motif and created the entire way finding and signage system based on this motif. Our scope extended to the environment graphics which took on the persona of devoted care.
