Designomics Awards 2013 - Gold and Grand Prix Winner - Birthplace

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The Brief Birth of a child is not a sickness event. On the contrary, it is one of the most cherished and celebrated wellness events. However, in the present times, there are limited choices available to the expectant mother. The choices are mainly centered around hospitals and nursing homes. Hospital, though well -equipped and well-managed are conceived to treat acute-care patients, hence ill-suited for the ambience and overall feel. Smaller nursing homes, though more i ntima er from poor clinical standards. To address this opportunity, the aim of the project is to create a facility which enables the would-be-mother to celebrate the ers world class clinical standards. arriv The task was to design a strategic brand identity for the hospital.


Branding an unforgettable event


Giving birth to a child is perhaps the most important event in a woman’s life.


She, literally, gi ves birth to a new life. And new relationships.


It’s an event she wants to cherishforever. And celebrate with her family and friends.


She is not really a patient and it’s not just about the clinical act of deli very!


Hospitals, as we know, are typically designed and runto treat patients, who are critically ill.


An atmosphere of Anxiety Uncertainty Helplessness Gloom is natural. And quite evident in a hospital setting.


The concept of a boutique birthing centre essentially revolves around an environment, which encourages a woman to enjoy and celebrate the occasion. It is not limited to ensuring a safe delivery.


To create premium version of such a concept, we had to er an array of personalized services andexperiences Cue class and sound aspi rational nt, though not arrogant


A Place quite unlike a hospital


A Place

With a home-like ambiance No visiting hours Treats you like a guest, not a patient Y . Not admitted and discharged Friends and families are not intrusions! They, like you, are guests


A Place named


The Birthplace


Our Challenge was to create a unique identity for a new brand of birthing center. The Birthplace


dada-dadi

mother

Love life

brother sister

aunt

The Birthplace

child

papa

masi

new beginnings


However cliche’ It may sound


There is nothing which can explain a mothers love for a child. Love is the strongest emotion associated with motherhood. It happens intuitively and naturally.


Brand Identity


The logo explores the deepest bonds between the mother and the child, the bond of love. Umbilical Cord is the only means of connection between the maternal body and the child.


This amazing link provides nourishment to the growing child inside womb of the mother and it is a natural and an enormous way in which the mother gives her own being to the baby. So the umbilical cord can be regarded as the flow of life.











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Dynamic Brand Identity



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Sign-ages examples - For the architect





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BIRTHPLACE OF RULES & REGULATIONS | BRAND GUIDELINES

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A COMPARISON Other Popular Maternity Brands in India





The Birthplace will be about personalized experiences, a “British Airways first class in birthing,� says Ratan Jalan, head of Medium Healthcare Consulting, of the 25-room facility, slated for launch later this month. With an investment of Rs 30 crore, The Birthplace plans to expand in the South.


THANK YOU


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