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Young Designers 2011 |
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| Keywords Healthcare Branding Branding Yashoda |
For my diploma project, I worked on the branding of Yashoda Hospitals, Hyderabad. The scope of work for the hospital was vast. The corporate brand and the hospital environment were not in sync with each other. There was a large gap between the brand identity, the brand communication and what the hospital environment looked and felt like. The key objective was to sharpen the brand identity, define the brand’s core idea and message and create an integrated experience within the hospital environment. As part of the initial research, a complete brand scan was carried out. Instead of taking a new route, the strengths of the hospital were built upon, while correlating them with the present trends in healthcare. The entire process of developing an identity for Yashoda revolved around the idea of trying to create a symbol that could visually represent it as a brand and then become an identity. Keeping in mind the number of years of experience Yashoda has in the healthcare industry and its aim to grow, it was important to combine its culture and legacy of curing people with its innovative capacity to branch out. A unified identity was created for Yashoda, which included the brand message, the logo unit with the collateral and the signage system. The logo was developed to symbolize infinity, human care and technology. While the colour palette of orange and blue was retained, the hues were softened. Branding a non-tangible entity such as healthcare was a challenge and it led me to learn about integrating abstract entities into physical forms. The project also gave me an intriguing insight into the current healthcare scenario in our country. |
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