The Birthplace | Branding | Neha Tulsian

THE BIRTHPLACE BRANDING A MATERNITY HOSPITAL

DESIGN PRESENTATION | nehatulsian.com

THE BRIEF

The Birthplace should not be branded as a hospital as our lady is not suffering from any diseases, its just a new phase in her life, her transformation to motherhood. So the hospital set-up should change. The lady should feel at home.

BRANDING AN UNFORGETTABLE MOMENT.

In the healthcare industry, brands are chosen by patients on trust. People consult their friends, colleagues and family members before choosing a particular doctor. There is no rational spreadsheet or framework available. That being so, it all boils down to trust.Word of mouth is the most important tool. So brands are nothing but a symbol of the trust which symbolizes assurance, consistency and tells you what to expect.

TRUST = R+D RELIABILITY

DELIGHT

HOW CAN WE BUILD RELIABILITY? • Successful deliveries • Not forcing C-section • Genuine care for the to be mother • International Birthing Facilities • Educating the lady about pregnancy • Credible and known doctors

HOW CAN WE DELIGHT OUR GUEST? • Library in the Hospital. • Provide the comfort of her house in the hospital • Love and support by the staff • Post delivery - Decorate the room, champagne etc for guests. • Brand the clothes of the child with mom and dads name. • Bedside Photo-frame • Choice of her food & drinks. Personal Attention from the chef • Family warmth and support by staff-members • Customized pillow and bedcovers with family pictures • Surprise her. If possible a baby shower in the 7th month • Gifts for her. Connect with the patient emotionally

HARNESS THE POWER OF SOCIAL MEDIA TO ANNOUNCE “BIRTHS”? • Kiosks in the hospital to access face-book, twitter etc. • Customized Badges to share with friends and family • Family Tree smart phone apps. • Upload videos and notes from the mother • Online baby book by the hospital

LOVE AND MOTHERHOOD 'MOTHERHOOD: ALL LOVE BEGINS AND ENDS THERE.' ~ ROBERT BROWNING

THE MOST POWERFUL EMOTION IN LIFE MAY BE THE LOVE OF A MOTHER FOR HER CHILD. A MOTHER UNDERSTANDS WHAT A CHILD DOES NOT SAY.- JEWISH PROVERB

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.

Dynamic Brand Identity

ÂŠ NEHA TULSIAN

Sign-ages and way-finding

ÂŠ NEHA TULSIAN

Sign-ages examples - For the architect

ÂŠ NEHA TULSIAN

Registration card back

of new dreams

BIRTHPLACE OF RULES & REGULATIONS | BRAND GUIDELINES

A COMPARISON

THANK YOU www.nehatulsian.com

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