ENVISIONING EKSA Documentation Book 2015
Foreword The past couple of months have been exhausting
vulnerable. Many of them are immune to the
with all the hospital visits, the interviews, the
grotesqueness of blood. For them, stitching a
discussions, presentations and the feedback. When
patch of someone’s skin could be as mechanical
I took this project, my mind was engaged in the
as adjusting the screws in the motherboard of
word ‘process’. I don’t think I really understood
a CPU. There are moments of miracles, joy and
it. It was a way of doing things, presumably but I
elation at certain hours, while others lined with
never really had one. Sometimes I took courses that
silence, shock or disbelief. There is this, and
created the illusion of a process, but we all knew
there’s also the continuous feeling of perpetually
they didn’t actually intend the process to be any use
being ill, where you almost develop a reluctant
at all. It was a thing you do in art school.
relationship with this space, which helps your body
What I undermined was the word ‘healthcare’ in
heal, but the relationship is like that one of wedlock,
the project. I didn’t realize that the weightage of
one which you would have probably never wanted.
‘process’ was completely different in this context.
So what ‘process’ could I use to reach a stage where
It wasn’t about knowing about what cuisine you
I could envision this space where no one wanted
served, or how many branches you had, it wasn’t
to go to? I was reading about real emotions, real
about if they had your fit or your favorite flavor, it
stories, hearing people sharing experiences, which
was about building a space where they don’t want
they didn’t really want to recall, or left no impression
to be in at all. Voluntarily, if someone had to pick a
on them.
place where he or she wouldn’t want to be in,
At the end of it, it wasn’t just a branding project
it would probably be a hospital. And in this case
or a service design project but something that
‘process’ meant understanding how this complex
questioned the way people looked at healthcare,
system of dealing with mankind’s most valuable
how does the user interact with this system
possession- the human body, worked.
differently from all other systems?
Stepping into this system or space meant acknowledging that there was something wrong, almost affirming the fact. The people who you meet you here see you at your lowest, your most
Enquiry
Client brief
8
Personal enquiry
9
Initial perception
10
Healthcare in different countries- US, Finland
11-13
and India Importance of perception in the Indian
14-15
healthcare context
Immersion
Session about UX with Atul
16-17
Session with Kalpana
18
Hospital visits
19-22
Interviews
23-27
TED talks
28
Introduction to service design Personas Stakeholder map Customer journey map SWOT analysis PEST analysis Survey Mapping preventive healthcare
31 32 33 34-35 36-37 38 39-40 41
Proposal
Understanding brand
Key Inferences
43-44
Design intervention questions
45
Scope of project
46
Self branding
48
Branding a business idea for a hospital
49-50
Brand comparison case study
51
Visiting a 10 to 20 bed hospital
42
Building a mission statement
53-58
Building a vision statement
59-61
Location anaylsis
62-63
Gap analysis
64-6
Structure of the hospital
Understanding function
Understanding orthopedic care
70
Activity flow in a hospital
71
Overview of what we were dealing with
72
Construction
Visualization
Post production
Personas
72-73
Positioning
76-78
Values
79-82
Essence
83-84
Nomenclature
85-89
Voice and tone
90
Moodoards
92-94
Colours
95-99
Type
100-106
Logo
107-128
Iconography
129-135
Collaterals
136-142
Reflection
143
Client feedback
144
Citations
145
Acknowledgements
146
ENQUIRY
8
Client brief From the time an individual enters
impact on the overall hospital
a healthcare space to the time
experience of the medical attention
they meet the medical practitioner
seeker and/or their families.
the, the different touchpoints in
The more a hospital can control
a healthcare environment affect
and modulate the experience,
the consumer’s perception of
the greater the impact on the
the quality of care received. The
perception of the quality of care
experiential touchpoints leading
and the healthcare brand.
to judgements about healthcare
The brief was to rearticulate,
quality range from the look and
reformulate, integrate and redesign
feel of the healthcare premises,
these plethora of experiential
information exchange spaces,
elements that one is likely to
waiting spaces, admissions and
have in a hospital, and S.M.A.R.T
billing interactions, consultation
ly transform the same into one
rooms, and not to forget the
unique experience (maybe a
lavatories and parking spaces.
memorable one–considering that
While some of these touchpoints
the context is that of a medium-
and customer experiential areas
size facility 10-20 bed hospital).
may appear frivolous,a seemingly irate experience in any of these spheres, can create a negative
Personal enquiry We had a session on what we
expect to see in yourselves after
wanted to learn and explore in the
the completion of this project?
project space. The first enquiry we had in class was to answer a couple
The point of the first exercise was
of questions about our stance as a
to encourage us to step out of
designer.
our comfort zones and put down
Some of the questions that we
the things we’d wish to address in
asked ourselves was
order to get the most out of this
a)What are our expectations from
project.
the project? b) What are the learning opportunities that we see? c) What is the change that we
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Perceptions In one of our first sessions we started off with the common adjectives associated with healthcare. The list of the negative words exceeded the number of positives. Thus the perception that was already widespread was one of negativity.
Smell Silence White Anxious Waiting Expectation Lost Helpless Fear
Sense of security Calm Care giving Restful Hopeful Elated
Patient Dependent
negative
positive
Healthcare in other countries The US
When we were asked to look at
all other countries even though a large
healthcare in Western countries we first
portion of the GDP (43%) is dedicated
looked at the US. We were surprised
to healthcare.
to find that the healthcare spending in the US is characterized as being the most costly per person as compared to
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Healthcare in other countries Finland
I decided to study the healthcare
scale, scope and model of service
system in Finland as it was one
provision within the limits of
of the more efficient systems that
legislation.
recognized and implemented
The transfer of money for health
healthcare as a universal right that
and social welfare depends on
a citizen is entitled to.
the municipality town or district’s
The healthcare sector in Finland
population, population structure
is decentralized system where
and morbidity and mortality
local authorities can decide the
numbers.
Mainland Finland
20 hospital stricts Every municipality must belong to a hospital district.
Each hospital belongs to one of the five university catchment areas.
These smaller bodies coordinate facilities
Healthcare in India
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The user’s point of view Some of the key factors that
is formed after the consumer
determine the choice of the user in
has gained an experience of
a healthcare space are:
the space and interacted with the stakeholders. A positive
-Reputation of the organization
opinion is formed after there is a
-Facilities provided by the hospital
reinforcement of the values and
-Atmosphere of empathy or the
environment that the consumer
degree of it
anticipates from the moment
-The expense,the more money
he or she walks into a particular
spent- the more expectation.
healthcare space.
The perception of the space
-
What drives perception in a healthcare space?
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Session with Atul on UX design Atul’s session gave us an idea of the process and
He told us that it was important to know what
the importance of idea generation as the first
our organization was delivering- value/meaning/
and most integral part of the design procedure.
engagement/pleasure.
Meaning
Value
What were we promising the user?
Engagement
Pleasure
The four stages of user centric design
Explore
Explore
Conceive
Stakeholder
Competitor
Concept ideation
envisioning
review
Concept
Trend analyis
Contextual
visualization
studies
Concept evaluation
Evolve Prototyping Testing Iterative design
Inspiration: Anamoly Are there any challenges faced by the user in the system? What are the root causes? Are there any needs that are not met by the system and organization (gap analysis)
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Session with Kalpana on empathy Importance of stepping into the patient’s shoes. Kalpana’s session was insightful
are designing for a hospital one
and encouraged us to get out
of the most important things was
of our comfort zone, to feel
to know what kind of emotions
uncomfortable before making
the patient expereriences- the
generalizations and arriving at
importance of having a support
conclusions.
system, the eagerness and
She asked us to relive the times we
desperation to get back to one’s
felt ill or in pain and what we felt
normal routine.
like in that state of mind. When we
Do systems also affect the way a person is feeling when he or she is ill?
Hospital visits We visited a quite a few multispeciality hospitals all over the city of Bangalore to understand how healthcare is delivered to those in need. We were asked to observe and take account of certain important aspects of the hospitals on these visits.
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Bangalore Baptist Hospital - Recognized hospital, 42 years old - Missionary hospital - Located in Hebbal - Stresses on the importance of service and intergrity - Consultation charges range form 50 to 400 250 general beds - Caters mainly to Middle Income group (Value for money)
Consumers here don’t care much for aesthetic or comfort. They are come for the promise of service which Baptist delivers.
Sakra World Hospital - Nine months old - Private venture - Located in Marathalli IT hub - Stresses on the importance of technology -Consultation charges start from 500 - 350 beds - Caters mainly to High Income group (Premium)
Well planned out space keeping in mind the customer’s potential likes and dislikes. Consumers likely to expect more because of the higher amounts charged.
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Victoria hospital - Established by the British in the 1880s - Government hospital - Located in City Market - Consultation charges start from 10 - Provision for certain free medicine - Caters to a wide segment of people
Attracts a large number of people from the LIG because of their subsidized services. Government hospital with adequate facilities for a tertiary care hospital.
Session with Mr. Anurag Kashyap We had a three hour long session with Mr.
confidentiality a doctor or hospital may not be
Anurag Kashyap, the marketing head of
advertise a successful surgery or procedure
Sakra World Hospital. It was a completely
because of the confidentiality clause.
different take on the health sector; looking at
From a patient perspective the bottlenecks
doctors as ‘customers’ who have a prolonged
that he spoke about how the complications
relationship with the hospital. He spoke about
in morbidity and mortality are sometimes not
the bottlenecks in the healthcare industry and
adequately understood by the patient and his or
why marketing is a challenge as compared to
her family. They are more likely to speak about a
industries like hospitality and retail.
disappointing experience than one which goes
One of the main challenges, according to him
off smoothly.
was that there was no exchange of happiness.
We were also introduced to some important
There is seldom a time when the customer or
marketing terms and concepts that are important
consumer voluntarily wants to visit a doctor.
from a business point of view. An understanding
The outcome may not always be positive. Other
of ATL, BTL and parameters like EBIDTA helped
then that he spoke about how the salesman or
us fathom what marketing and administrative
administrative person who is responsible for
heads look at while trying to work out the
attracting doctors to the organization might
business bit of a healthcare space.
be in a cognitively inferior to the medico. Also according to MCI guidelines and doctor patient
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Even though Mr. Kashyap spoke about there being no exchange of happiness, this was a notion that could be questioned. Hospitals are responsible for treatment and cure, and though might go into a hospital with an untoward condition or illness, they come out better and hopeful.
So why was there such strong feeling of negativity if people were entering a hospital in the hope of getting better? Doctors play such a huge role in the way hospitals are perceived. Is the doctor’s reputation the one and onl decision making factor? Thus, what role does brand and brand name play in the healthcare sector?
Session with Dr. Daya Kulkarni Our daylong engagement with Dr. Dayaprasad
need of it. This system manifested healthcare
Kulkarni, changed my perspective of things
as a service rather than the commodity being
completely. His vast experience of working with
associated with a space.
communities and the masses inspired me to
He also spoke to us about the economic model
change my tunnel whole vision into a broader
of healthcare in India changing with the number
vision where I wasn’t designing a service for a
of general physicians dwindling as more and
foreign national or a teenager with an eating
more doctors are opting for super specialty.
disorder, but a community as a whole.
There was a need to revive the concept of the
He has built a micro, flexible network where
good old family doctor.
individuals who wanted to work for the
Dr. Kulkarni’s practice was also interwined with his beliefs of health as wellness of the body and mind, rather than just the absence of disease. His practice is an extension of his beliefs.
community could choose whatever personal time they would want to commit to the cause. There was no physical structure that offered service but a network that made use of unutilized resources and delivered service to people in dire
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After the session with Dr. Daya I began to look into the definition of healthcare and what the words ‘health’and ‘care’ stood for individually.
health
care
healthcare
In humans it is the
The provision of
A set of choices.
ability of individuals
what is necessary
Solutions to better
or communities
for welfare,
health rather than
to adapt and self
maintenance
cure for disease.
manage while facing
and protection
physical, mental or
of someone or
social challenges.
something.
Can a hospital be branded such that the fear of illness, expense is overpowered by a feeling of reliability, security? Can wellness be integrated as value in speciality or multispeciality hospital?
Session with Dr. Anand Alladi We also spoke to Dr Anand Alladi,
as important as medicinal
the HOD of the Child Pediatrics
treatment.
at PMSSY (super specialty hospital adjoining Victoria) told us how design could be really useful in a healthcare context in the following fields: a) Awareness (through camopaigns, skits,) b) Effective information design and education modules.
The question was do Indian doctors have time to give adequate time to their patients with respect to social treatment? How could we make a difference from a design perspective?
He gave us an important insight about how social treatment ( the way the social is spoken to, listened to, counseled) is extremely
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TED Talks Abraham Varghese- A doctor’s touch
hospitals and clinics, patients wait for hours to get one five minute consultation with a doctor,
A doctor practicing in Standford, his perspective
sometimes leaving dissatified and doubtful. It
of how the doctor patient relationship has
makes us question the perception of reputation
evolved over the years with the advent of
being a measure for assurance.
technology. What does a patient really want
What is a measure for assurance and satisfaction for a patient?
when he or she visits a doctor? According to Dr. Varghese just listening to a patient makes a world of difference. In certain cases in India, in multi speciality
Rebecca Onie- founder at Health Leads
health conditions are due to the lifestyles or economic background of the patient .Through her organisation, she attempted to transform
Rebecca Onie, the founder at Health Leads
the waiting space into a volunteering model
speaks about tranforming a waiting space at a
system where alot of non clinical cases could be
healthcare centre into a space where instead of
attended to without the patient waiting for the
waiting for hours on end,a patient, the cause
doctor for hours.
of whose health condition is not necessarily
This is was an effective example of a model that
a medical problem can receive advice on the
had very little to do with medical proficiency but
same immediately. She effectively pinpoints
alot to do with how a simple idea can transform
the fact that alot of chronic pain conditions and
one of the most undesired aspects of a health care space.
In my primary and secondary research phase I was able to understand and ask pertinent questions from a need based perspective, enabling me to arrive at an design intervention area.
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IMMERSION
What is service design? To put it simply, service design helps to redesign systems better. It is a design methodology and process, which allow businesses to gain an understanding of the consumer’s point of view. The point of service design tools is to integrate the stakeholders’ and consumers’ perspective as early as possible in the developmental process.
Different service design tools that can be implemented at different stages of the design process.
What ifs Design
Five WHYS Customer Journey Map Personas
Create/
Scenarios
Reflect
Storyboards Service
Explore
prototypes
Shadowing Stakeholder map
Storytelling Implement
Service blueprints Service roleplay Customer lifecycle map
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Personas Personas are archetypes built after an exhaustive
features, navigation and interaction within a
observation of potential users. Personas aren’t
service or business.
just demographic needs- a persona needs to
They are universally understood symbol or term
capture behavior, belief, philosophy, motivation,
upon which others are emulated.
intentions. While making personas one needs to know what they are thinking, doing and feeling. Personas can help designers make decisions about products,
WHAT ARE THEY
Thinking Doing Feeling ?
Stakeholders Stakeholders are people who are directly or
stakeholders would be doctors, nurses and
indirectly to the organization. In the healthcare
secondary would be insurance bodies, medical
context the patients are the primary stakeholders
colleges etc who are not present physically but
around whom the system functions. Other
are instrumental in the organization’s functioning.
Primary
Secondary
-Doctors
-Investors
-Nurses
-Donors
-Paramedical staff
-Insurance bodies
-Dietician
-Drug and pharma
-Other allied health
companies
professionals
-Staff Unions
-Patient’s familiies
-Third party help -Medical colleges -Administration
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Customer journey map The role of a customer journey map is to identify every point that the customer might interact with the organization and determine the pain points or a problem space in order to find a solution.
Student studying in a different city. Persistent coughing. Unaware of the reason. Has no previous medical records.
Calls wellness team in
Checks for
college.
hospital’s number and
They tell her to consult a
address on the website.
doctor in the neigbourhood hospital college has a tie up with.
Calls them to find out if
Decides to walk to the
Takes some time to reach
there is a general physician
hospital as it is nearby.
the hosptal as there is no
available for consultation.
Stops at the ATM to
proper signage. Walks
Books an appointment.
withdraw money. Not sure
straight through the door
how much the consultation
and goes to the reception
would cost.
desk.
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SWOT analysis SWOT analysis for Baptist hospital
Strength
-Inclusive environment -Has different committes and opportunities for employees -Guest relations department
to the needs of the patient
-Every patient has a different diet chart which is updated regularly. -Tertiary care- OPD, IPD, all under one roof -Seperate registration for the paediatric department
-Orthopaedic wing on the 1st floor, -One functional lift -Waiting time can be exhaustive, from 45 minutes to an hour -No trauma care centre -No proper seperate entry for emergency -Space and growth not entirely planned -Waste disposal system right next to the canteen
Weakness
Threats -Further unplanned growth might lead to more confusion for the consumer in terms of navigation. -The atmosphere and environment is not given much importance, which eventually adds to the consumer’s dissatisfaction and discomfort.
-There is scope for better use of space
Opportunities
-A more thought out navigation to make the journey of the consumer easier and more comfortable -They could also allocate different rooms in the paediatric section with effective signage for vaccination, consultations etc. -Have a guided feedback form for the consumer to describe the overall experience rather than give feedback for each service provider -More helpdesks -Have brochures for the guest relations department and social service department to let people know where they can seek help
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PEST analysis A PEST analysis consists of all the different political, economic, social and technological factors that must be considered and taken into account while setting up a business or a service. A PEST analyis for a hospital would take the following factors into account.
Political
Social
-Laws that allow an organisation/
-Patient rights
individual to set up a hospital
-Employee rights
-Policies/ Regulations
-Role played by NGOs
-Instabilities/ conflicts
-CSR
-License
-Patient Insurance
Economic
Technological
-Adequate funds from investors
-Adequate, up to date facilities
-Infrastructure costs
-Doctors/ paramedics must
-Funds for adequate equipment
be equipped to deal with new
-Funds for staff
technology
-Funds for emergencies/ expansion
Survey I decided to do a quick survey as a tool for
ups? Did they have family doctors? How often
understanding how the user (20 to 40 year olds
did were they completely satisfied with their
living in urban cities) interact with the healthcare
healthcare experience?
system- how often did they go for health check
Some of the question I asked them were:
How often do you visit a doctor?
lifestyle choices ( what you should eat/ drink)
(Frequency- twice a year, twice in six month etc)
b) awareness of taking care of your body (importance of self examination)?
How do you choose which doctor to go to? ((Familiarity with the doctor, closest in terms of
Do you go for preventive health check ups? If you
distance, super speciality doctor according to
do, how often is it? Do you do it as a personal
what illness/ symptoms you have)
health initiative or because it is recommended by your doctor?
What makes you uncomfortable in a hospital space?
Sometimes, when you know what the symptoms
-Fear of not understanding what the doctor says
are an indicator of, do you still prefer to see the
-Uncertainty of cost
family doctor first before going to the super
-Not knowing what questions to ask the doctor
specialist?
to satisfy your doubts -Other
How often are you completely satisfied with your doctor’s explanation?
Do you have a family doctor, who is familiar with your family history and personal habits?
Who do you end up interacting with the most in a healthcare space?
When you go see a doctor (family or super specialist) does he/ she ask you about a) your
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Inferences from the survey Some of the most common causes of
their doctor, limited only to consultations.
discomfort in a hospital were: Doctors were more likely to give suggestions Uncertainty of cost
about lifestyle choices rather than measures
Not being happy with the doctor’s explanation
for prevention/ awareness.
Smell/aura of the hospital Waiting time
Half the people who took the survey did not take up the initiative of getting preventive
There was a flux of people moving over to
check ups every year.
consult super specialists or specialist due to, even though some of them had a ‘family
One fourth of them were seldom completely
doctor’ who they previously consulted.
satisfied with the doctor’s explanation.
A majority of people who answered the survey shared a very impersonal relationship with
The shift from family doctors to multi speciality hospitals created the perception of healthcare as an unwanted commodity that required one to walk through the doors of a multi speciality hospital. The element of ‘care’ was missing. The uncertainty of cost currently overwhelmed the anticipation of relief and hope.
Mapping preventive healthcare After Dr. Daya’s talk on the importance of primary
of preventive healthcare and how it can be
healthcare and watching the video healthcare
integrated into the system more proactively.
in India 2020 I mapped out the the benefits
PRIMARY HEALTHCARE
Finding potential health problems before you fall sick
WHAT
The science and art of helping one move towards a state of optimal health
PREVENTIVE HEALTHCARE
WHO
First contact care Usually provided by a GP who could also be the family doctor
WHY Familiarity
Prevention is better than cure
HOW
Regular communication between the stakeholders in a healthcare space.
building healthy habits
making the right lifestyle choices
Internet and w ord of mouth reccomendations
With the patient and his/her family
With the patient’s medical history
detecting an illness at an early stage
awareness of your own body
Annual health check ups awareness programmes
schools/ college s
workplac es
families
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PROPOSAL
Personal envisioning of a system After the primary and secondary research stage, there the research caused a change in perspective of the way healthcare could be envisioned beyond the limits of a space. Could an healthcare brand encourage an individual be more aware of their own health? Could a healthcare brand combine different disciplines in medicine, where the goal is not just recovery but wellness? A few things that could be addressed based on primary and secondary research were:
A healthcare system that provides a network/platform
-for a strong primary healthcare system
-helps the consumer make lifestyle choices
-promoting preventive healthcare by maintaining a doctor
-creates awareness, holds different workshops on health and
patient dialogue beyond the space, without overworking the
prevention and informs the consumer if he/she is interested in
doctor
attending it
-simplifying medical terms and procedures for consumers,
-also has an option of including family in interactions with the
-enables consumers to keep a mobile record of their basic
doctor
medical information
-keeps the patient up to date with medical advancements.
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In order to get the consumer to interact with the healthcare system in a different, more positive way it was important to look at changing perception. Perception is driven by a brand- the idea of a service/ product that connects with the consumer.
Effective branding is about the entire experience and relationship that patients have with you and your team. When you communicate what makes you special, you are setting expectations — a direct or implied promise — that patients will get the benefit of your unique value each time they visit or call.
Design intervention questions Can there be a brand developed in the healthcare space (a 10 to 20 bed primary or secondary unit) such that the customer does not make a choice based on the sector (government, private, ppp) but the values that the brand stands for? Can there be a brand developed such it changes the customer’s perception of healthcare as a commodity that evokes anxiety and nervousness?
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Scope of project Developing a brand for a 10 to 20 bed hospital that has its own unique identity in the current Indian healthcare scenario, changes its perception. Understanding, developing and designing visual language of a brand- keeping in mind a scalable and sustainable model- that will cut across a large mass of people and convey the right information in an appropriate manner. Building the brand in such a way that it ceases to be merely just a first impression of the service but manifests itself in the service itself and the fluidity with which it is carried out.
Brand attributes
identity positioning personality awareness association
UNDERSTANDING BRAND
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Self branding exercise In the first exercise for us to help
own. The back says ‘to Pallavi’s
understand brand and branding
future’. I imagined it to be a
we were asked to express
preface to the future, clues leading
ourselves through postcards in
upto a puzzle.
which we could use forms, textures
The third one is an illustration of a
and shapes to bring out attributes
bird soaring, completely in control
we thought represented us. I
of its thoughts. The back says ‘to
chose to do series of postcards
Pallavi’s brain: Please revert back
tied together with strings that were
to the future’- a reminder to myself
a reflection of how I perceived
that not to get carried away by
the past, present and future. The
what the present might promise.
postcard addressed to the past
The future is still unpredictable.
conveys the naivety and ignorance I now associate with myself when I look back. It shows an inanimate object disjointed from its thoughts. The back says ‘to Pallavi’s present’ as if almost sending a humourous reminder to my present self. The second one shows a complex set of intricacies. Each of them are connected but unique on their
Branding a business idea For our second branding
The brand not only provides
assignment we had to brand a
treatment or or cure for the
business idea for a hospital.
consumer but also concentrates
I decided to work with the idea
on addressing the psychological
of a healthcare space where
impact of the illness. I named the
customers don’t look at allied
brand ‘Nuclei’ and fleshed out its
heath professionals as an
vision, mission, personality and
additional service but an integral
brand connect.
part of acquiring a sense of well being.
Nuclei
The lines in black, created a more rigid structure. In order to make the voice and tone more gentle, I decided to use gradients.I thought this would be interesting as different colour gradients could also lend another dimension to it. It didn’t have to be a fixed image but an evolving logo.
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Process work for the exercise 1
3
2
NUCLEI NUCLEI
NUCLEI
NUCLEI Nuclei Nuclei
Nuclei
1. Mind map 2. Type iterations 3. Logo
NUCLEI
NUCLEI
Nuclei
Nuclei
NUCLEI
NUCLEI
Nuclei
Nuclei
development
Brand comparison
In this exercise we had to compare
communication and ideas. This
two brands which endorsed the
was a group exercise which I did
same kinds of products functionally
with Vijay Menon and we looked at
to a similar target audience but
Clarks v/s Hush Puppies, two very
were different in terms of their
exclusive shoe brands.
Hush puppies and Clarks are both high end shoe brands that have been around for years. They have entered the Indian market in the last two decades and have stores all over the subcontinent. Hush puppies is marketed by Bata, hence has more brand outreach as compared to Clarks. Hush puppies believes in comfortable footwear and has a definite niche. Clarks has a range of footwear and faces competition from popular Indian shoe brands that offer a wide range of footwear at a slightly lower price bracket and have stores in the same space
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10 to 20 bed hospital visit The next exercise was for us to look
hospitals. They had a very distinct
at an already exsiting model of a
brand language which extended
10 to 20 bed hospital as a brand.
in the space in terms of colours,
I decided to look at motherhood-
layout and ambience.
the chain of speciality birthing
Building a mission statement After doing various exercises to
what a mission statement is and how
understand brands and branding
it works. We started out with looking
we started building the mission
at mission statements of existing
statement for our hospital. In order
brands like Unilever and ITC.
to do that we needed to understand
What are the attributes of a good mission statement?
Rooted
Inspirational
Should be task
Have a high
driven
recall value
Market focused
A good mission statement should give the consumer a reason to buy and a reason to believe.
RTB+RTB
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We divided ourselves into groups and looked at ideologies, opportunities and facilities that we wanted to address through and in our healthcare space.
In groups we came up with mission statements and then discussed and validated certain phrases that represented and conveyed the attributes of the organization.
secure and dependable environment
beyond the physical premises
approachable care
quality interaction
first point of contact
well connected system
progressive
human centric
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Process work for arriving at a mission statement
A well connected system that is progressive in nature providing a secure and dependable environment that transforms lives. or
A well connected and approachable system that 1. Provides a secure and dependable environment 2. Is progressive in nature 3. That transforms lives.
We asked a number of people what they thought about the above statement, what was working and what wasn’t. The feedback that we got was that it was slightly ambiguous in terms of conveing what service it was providing. ‘Progressive’ in nature wconveyed the idea of alternative medicine. A lot of people disapproved of the term “transform lives”. “Maybe I’m just going for a check up, maybe I don’t want my life to be transformed”
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Arriving at a mission statement According to the feedback
added ‘quality of life’ as were
received from the fifty odd people
not merely looking at medicinal
we altered the mission statement
treatment but also empathising
which conveyed the intent of our
with the patient and promoting
brand through fewer words and
healthy lifestyle and habits post
stronger ideas. We replaced ‘well
treatment.
connected’’ with ‘reliable’ and
“Reliable systems and services that care for the quality of life.”
Building a vision statement The vision statement is what
consumers.
brings out the aspirational values
We used the conflict code breaker
of the organization. It conveys the
model and the envisioning process
larger idea that forms the crux of
to arrive at a list of final vision
the service, product or business-
statements.
what it intends to deliver to its
Addressing individual Ideas Empathy Worklife Balance Erasing Stigma Reducing Anxiety Improving Comunication Building Trust Reducing the number of steps involved Quality Control Approachable healthcare Awareness of ones health status Comfortable Healing
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We took the larger ideas and applied the chunking up process, where we picked a few words and ideas that represented the larger ones. System efficiency Inducing Hope Confidence Awareness Future readiness Changing Perception wPositive Approach
The next excercise that we discussed and completed as a class was looking at vision statements for the years 2050,2030 and 2020.
“To revive, retain and promote good health.�
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Location analysis We were asked to do individual
were there any urban developing
location analysis to get an idea of
pockets in the city which could use
which part of the city the hospital
the kind of healthcare space we
could be located- where was
were envisioning?
there an abundance of healthcare spaces, where were they lacking,
There is an abundance hospitals and healthcare centres in residential areas like JP Nagar, Banaswadi, Basvangudi, Old Airport Road. Heavily populated areas with a lot of activity like K. R Market, Majestic, Lalbag do not have clinics or hospitals except Victoria. The newer IT and residential hubs like Hebbal and Whitefield have multispeciality hospitals that cater to the target audience there. There is a lack of hospitals and healthcare centres in the borders of the city (surburban areas).
Hospitals in and around Bangalore
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Gap analysis The next step was to determine what KIND of hospital we were branding. We did individual research on the fields of healthcare that needed more specialists and facilities in the private sector. Some of them were:
Rehabilitation centres (sports or any kind of physical rehabiltation, de addiction) Geriatric care Oncology Palliative care Pain management Psychiatry hospitals Blood bank + transfusion medicine
Personally I went on to my individual research on rehabilitation centres in and around Bangalore.
What does the term rehabilitation mean? Scientifically developed procedure for ensuring recovery from any kind of disability, injury or habit. What are the different kinds of rehabilitative services that can be offered in a 10 to 20 bed hospital space? Neurological rehabilitation Cardiac rehabilitation Drug rehabilitation Alcohol rehabilitation Sports medicine Medical rehabiliation (Follow up rehab) Vocational rehabilitation (ear deficit) Vestibular rehabilitation Stroke rehabilitation There are handful of de addiction
are situated in places where space
centres and neuro rehab centres
is readily available and usually away
in the outskirts of Bangalore with
from the hustle of the city. Two of
branches in the main city. These
the these centres are Cadabams
rehabiltation centres which requires
and Plexus, stem call and research
the patient to spend a prolonged
centre.
period of time in order to recover
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However there was is a lack of
detached from the urban city
these rehabilitation spaces in the
they were so conditioned to, but
city where people might want to
allowed them to consult, undergo
seek aid and rehabilation for post
treatment in the vicinity of their
op treatment (neuro surgery) or
own homes in a comfortable,
occupational therapy or chronic
familiar space.
pain conditions. A healthcare facility that was not completely
Since one of the prerequisities stated by the client was that it would have to a space where we had to construct a ‘hospital’ and not a rehabilitation centre we decided to work with the larger umbrella of orthopedic services Oncology was also a need based areas that we wanted to address. However certain factors were a constraint. Treatment in this case would preferrably require a larger, more isolated spatial arrangement than a 15 to 20 bed hospital. Perception of an oncology hospital is heavily influenced by the doctor’s reputation and experience, something which we had no control over.
Building the structure of the hospital as a class
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Speciality orthopedic space
OPD
IPD
OT
Pharmacy
Casualty ward
(major) Diagnosis X ray
P
V
P
V
Ortho
Anaesthe-
General
Neuro
surgeon
ologist
physician
physician
General
Orthopaedic
surgeon
physician
Pain management specialist Physiotherapist
P
Plastic
Nutritionists
surgeon
Counsellors
Physical rehabilitation space Physiotherapy
Active
Passive
Interventional
Occupational
V
therapist
Natural therapy
Nerve blocks and joint
Using oils and
injections performed with X
herbs for
ray and ultrasound guidance
healing
Acupuncturist
P Permanent
V Visiting
Doctor
Surgeon
UNDERSTANDING FUNCTION
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Understanding orthopedic care Methods of pain management Understanding orthopedic injuries
Conditions that involve interventions by neuro and ortho specialists.
Activity flow in a hospital OPD
IPD
Symptoms
Fluid balancing
Diagnosis (X ray)
Surgery (removing, treating the cause of the pain)
Treatment
Drip (electrolyte imbalance)
Post operative stage (pain management)
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An overview of what we are dealing with Muscles
Structure
Bones
Pain
Deformity
Dislocation
Injury
Wear and tear
Inflammation
Weakness
Self esteem
Movement
Gait and posture
Stiffness
Exhaustion
Degeneration
CONSTRUCTION
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Personas
Attributes
Scenario
Attributes
Scenario
-Corporate
-Not very fit and has a
--Sixty year old
professional
habit of gaining weight
-Lives with spouse -Children are settled in
-50 years of age
-Has a history of chronic
-Retired
different parts of the
-Nine to five job
pain
professional
country
-Head of family
-Eager to find a constant
-Restricted
-Travels infrequently
of four
reliable source he can
movement
only to buy groceries
-Have Medicare
keep referring to
and durables for the
-Does not get time for
house
much exercise
-Prefer a service where
-Visits a physio when the
they don’t have to be
pain gets too extreme
dependent on their children when the need for medical attention arises.
Personas
Attributes
Scenario
Attributes
Scenario
--Young working
-Drives a two
-Sixteen year old
-Often needs an
professional
wheeler to work and
-Passionate about
orthopedic
-Twenty seven years
back
dancing
physician everytime
of age
-Reasonably hectic
-Wants to take up
she injures herself
-Works at a
schedule
dancing as a career
during practice
managerial level
-Occassionally goes
professionally
-Parents are both
to the gym
working
-Conscious about
-Looking for a space
their diet
where they would be
-Medically insured
comfortable
-Would prefer a
sending their
comfortable,
daughter for
quick treatment in
physical therapy
case an unforeseen
when they are not
injury occurs
around.
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Positioning What was already there in the market that our personas could go to? Multispeciality hospitals Most multispeciality hospitals have an
are available at given times. However they do not
orthopedics and department where specialists
necessarily have physical rehabilitation units.
corporate
non profit
Polyclinics
Pain management clinics
Speciality hospitals
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Larger
Pain
hospitals with
management
ortho
clinics
Hello Life!
A familiar space that caters to every aspect of your pain, from diagnosis to treatment and recovery.
Polyclinics
Core values
A mind map to identify the core values
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Core values
Set 1 aware
empathetic
determined
Why it didn’t work The words ‘aware’ was vague in this context. Aware in what sense? Empathetic was something was prevalent in everything that the brand represented in its philosophy and outlook. It was a broader value that resonated with everything the brand stood for.
Set 2 attentive
encouraging
reliable
Why it didn’t work Attentive was an attribute that was working, because even though it is something that is almost a given in a healthcare space, it is something that consumers sometimes feel a lack of. Encouraging was a value that could be used in the context of another service. Reliable was already in the mission statement and hence redundant.
Set 1 aware
empathetic
determined
Why it didn’t work The words ‘aware’ was vague in this context. Aware in what sense? Empathetic was something was prevalent in everything that the brand represented in its philosophy and outlook. It was a broader value that resonated with everything the brand stood for.
Set 2 attentive
encouraging
reliable
Why it didn’t work Attentive was an attribute that was working, because even though it is something that is almost a given in a healthcare space, it is something that consumers sometimes feel a lack of, especially because of having to wait in the time of discomfort. Encouraging was a value that could be used in the context of another service. Reliable was already in the mission statement and hence redundant.
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The final set
attentive
relieving
reassuring
empowering
Essence
Arriving at an essence
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Intial ones Addressing endurance Strengthening endurance Empowering endurance
Why it didn’t work The idea of ‘endurance’ gave people the idea of a certain durability and roughness that misrepresented the brand. The brand had an encouraging tone but it was not so extreme, it was more gentle and subtle.
The final one To enable
Why it works enable (n)-give (someone) the means to do something; make it possible for. In the context of healthcare, it could stand for enabling movement after an injury, it could stand for enabling an opportunity for a stakeholder to develop a long standing relationship with the organization, it could stand for enabling the patient and his or her family to remain positive in the face of adversity and so on. As an organization we enable relief, positivity and comfort. Our essence lies in our ability to enable.
Nomenclature Coming up with a name was one of the
conveyed the voice and tone of the
most challenging phases in the project.
brand, which was positive, familiar and
I went through a series of processes
warm.
in order to arrive at a name that truly
I looked at emotions at the
in this process were verbs, whereas
beginning. I listed down emotions
a name of an organization should
that a patient and a friend/ family
preferably be a noun. Also, words
member undegoes when one is
like Sah, Dhairya conveyed a very
ill and is undergoing treatment.
sombre mood which we wanted to
Most of the names I came up with
break away from.
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Initial ones Hausla
Solace
Stambha
Grit
Sthir
Grip
Anubhav
Embrace
Sammati
Enduro
Rakshan
Kin
Vahak Sah
Steps
Pankh
Harmony
Raahat
Accord
Praan
Shield
Jeev
Respite
Saahas
Rise
Aalingan
Soothers
Prastuth
Uphold
Dhairya Adamya Sunischit Sabr
I reverted back to the values to come with concepts for the name
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The final ones Cove
Cove is a small type of bay, a
as analogies for the human
natural structure. They are also
body which withstands different
ancient standing stone structures.
adversities. Cove is a simple word
I was looking at monuments
and has a nurturing ring to it.
Why it didn’t work Cove could sometimes be a rocky, unsafe structure at sea. Also according to the client it sounded more like a birthing centre than an orthopedic hospital.
Kavach or Kavacha means shell. Kavacha
It is a cover or shell that protects animals, big and small.
Why it didn’t work A name preferably should be one or two symbols for ease of pronounciation. Also it was a more complicated vernacular word and there was a possibility of it failing to make a connect with the target audience in the city.
The final one Eksa
An acronym that stands for
other. Ek-sa could also have a
Empowering through Knowledge,
notion of equality; you and me are
Systems and Assistance.
similar, alike. We know what it is like
Eksa as a word means unique,
to be in your shoes. We empathize
different, one of a kind, like no
with you.
Why it works Eksa was a single syllable that was easy to pronounce. When I asked thirty odd people what they thought Eksa meant many said it sounded different while a lot of others asked if ir meant togetherness. People interpreting it as togetherness made it interesting because it lent a homely vibe to the name.
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Voice and tone Familiar
Positive
Guiding
Eksa is a positive space for cure and healing. Since it is a
come back to familiar faces, systems
space where people keep coming
time they become accustomed to the
back for treatment (ortho hospital
space, becoming an integral part of its
with physical rehab) it has an air of
existence- reinforcing the idea of Eksa.
familiarity and warmth. Our consumers
and the comfort of the space. Over
VISUALIZATION
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Moodboards
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Colour
Colour is one of the most important things that decide the visual language of a brand. Every colour conveys something
about a brand and its positioning. Coke and the colour red are synonymous with each other, red conveying joy, excitement, energy
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C-0, M- 0, Y- 0, K- 0C
C-40, M- 10, Y- 10, K- 0C
-30, M- 10, Y- 10, K- 0C
-5, M- 20, Y- 15, K- 0C
-60, M- 10, Y- 25, K- 0
-80, M- 40, Y- 40, K- 5
C-25, M- 15, Y-15, K- 0C
C-20, M- 10, Y- 50, K- 0
-60, M- 0, Y- 70, K- 0C
C-80, M- 10, Y- 50, K- 0
-80, M- 50, Y- 0, K- 0
C-70, M- 10, Y- 60, K- 0
The intial colour pallettes were something that was widely seen in hospitals. Even though the connection of feeling with a particular colour is intuitive it was also important to break away from some of these perceptions.
C-2, M- 0, Y- 50, K- 0
C-10, M- 35, Y- 70, K- 0
C-10, M- 85, Y- 100, K- 0
With the help of this book ‘Designing with Colour’ I was able to construct a colour personality for the brand.
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Building a colour personality
Passive
Active
Individual
Corporate
Traditional
Modern
Natural
Artificial
5bc4be
f89d53
8781bd
89d0c8
fab27b
9994c8
c9e8e5
fdd09e
a59fce
Final colour pallete
dd6d61
58585b
f2706c
bbbdc0
f598a3
e6e7e8
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Type The choice of type in a hospital is of utmost importance in a hospital where the customer or consumer needs to be able to read the sign or instruction urgently. Thus the type needs to be distinctive, clean and purposeful.
Frutiger ABCDEFGHIJKLMNO PQRS TQVWXYZ abcdefghijklmnopq rstuvwxyz Quicksan d ABCDEFGHIJKLMN OPQRSTQVWXY a b c d e f g h i j k l m n oZ p qrstuvwxyz
Cocogoose
Neutra text
ABCDEFGHIJKLMN OPQRSTQVWXY Z abcdefghijklmno pqrstuvwxyz
ABCDEFGHIJKLMNOPQ RSTQVWXY Z abcdefghijklmnopqrstu vwxyz
Quaver Sans ABCDEFGHIJKLMNOPQRSTQ VWXY Z abcdefghijklmnopqrstuvwxyz
Aksidenz ABCDEFGHIJKLMN OPQRSTQVWXYZ abcdefghijklmnop qrstuvwxyz
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EKSA EKSA Eksa EKSA EKSA EKS A eksa
EKSA EKSA EKSA EKSA E KSA EK SA
EK SA EKSA EKSA EK SA
EKSA EKSA EKS A EKSA EKSA EKSA 103
104
EKSA EKSA EKSA eksa eksa eksa
eksa eksa eksa eksa eksa
eksa eksa eksa eksa eksa eksa eksa ek sa ek sa
ABCDEFGHIJKL
AVENIR LT STD 85 Heavy
MNOPQRSTUWX YZ abcdefghijklmno pqrstwxyz 1234567890
PrimaryTypeface
ABCDEFGHIJKLM
AVENIR LT STD 45 Book
NOPQRSTUWXYZ abcdefghijklmno pqrstwxyz 1234567890
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Avenir LT Std 85 Heavy with rounded edges
The rounded edges for the logotype worked with the form of the soft, fluid forms rather than the more defined edges of the original typeface.
Avenir LT Std Light 45 book
Intial explorations for the logo
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Final ideas that I took forward
Looking at bone structures like the spine and pelvic bone and combining them with forms of growth and vitality.
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Using perspective and form to bring out the attributes the organization represents
Inspiration
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Using dynamic and straight lines to form an identity
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EKSA
ORTHOPEDIC CARE
EKSA
ORTHOPEDIC CARE
EKSA
ORTHOPEDIC CARE
EKS A
ORTHOPEDIC CARE
EKS A
EKSA
ORTHOPEDIC CARE
EKSA
ORTHOPEDIC CARE
EKSA ORTHOPEDIC CARE
ORTHOPEDIC CARE
E ksa
Orthopedic care
EKS A
ORTHOPEDIC CARE
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Eksa Eksa
Iterations with the initial colour pallete
Using colours and textures to bring out a sense of fluidity and uniqueness, different from the stark rigid visual language that hospitals usually have.
Inspiration
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The watercolour texture was interesting but lacked a certain distinct quality. It could be mistaken for a lifestyle or textile brand
I decided to add another layer to this style, inspired by the organic and miniscule shapes in the human body.
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Getting rid of the definite circular shape to retain the fluidity of the logo. The pattern formed an interesting visual. But the form was constricted.
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Need for a tagline
In seminar four I was told that orthopedic care was a very generic line to have a long with the logo. Hence, the words relief, care and comfort came into the picture for the consumer to make a direct connect with the brand Eksa. I started iterating with with the words ‘Relief. Care. Comfort’ forming a foundation for Eksa visually.
Relief.Care.Comfort relief.care.comfort.
Relief.Care.Comfort
Relief.Care.Comfort. Relief.Care.Comfort.
Relief.Care.Comfort.
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Horizontal
Stacked
Collaterals
Relief.Care.Comfort.
DR. RAHUL RASTOGI MBBS, MS (Orthopedics)
+91 9742009695 rahulrastogi@eksa.com
Trying to vectorize the circles as a visual form for usage.
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Re working the logo After seminar four certain drawbacks in the then current logo were highlighted. The circles differed in terms of style, the green one was a simpler cleaner form compared to the two, which
were more complex and difficult to scale. Based on this feedback I reworked the logo which seemed more fresh, easier to use across applications and mediums.
Horizontal (preferred)
Stacked
Black and white
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The circles
knowledge
assistance
systems
Iconography Examples of good signage source: behance
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Exploring different styles
Orthopedics
Neurology
Parking
Canteen
Physical Rehabilitation
Female
Male
General medicine
Disabled
Laundry
Ramp Pharmacy
Silence please
Lounge
Waste
No smoking
Doctor
Nurse
Staircase
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The final two styles that were decided upon- I went with the mono colored one as it was clean and easy to read.
Visual elements In order to retain the essence of the logo I handpainted numbers and arrow to sustain the soft watercolour effect.
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Emergency
Consultation Orthopedics Neurology GP
Cafeteria
Physical rehab centre
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Reflection I started of this project, not very sure about what
needed to be justified and validated.
I was going to do. I wanted to do something
However, with the guidance of my mentors, I was
different, get out of my comfort zone, which mostly
able to immerse myself in the process and come up
included working with illustration and narratives.
with something different and insightful at the same
I did not intend to take on the entire branding
time.
aspect of the project, thinking it would be a
I was able to hone my skills better, and utilise them
magnanimous task.
to the best of my capabilities. The real milestone
When I started reading and exploring different
for me in the process were discovering the name,
ideas in the realm of healthcare, I found that I did
that made an instant connect with everyone
not want to restrict myself, and wanted to address
involved in the project and outside. The name was
as many design intervention areas as I could.
an apt representation of the feeling I was trying to
Branding this 10- 20 bed hospital was not only
convey through different ideas, words and images.
about picking the right colors, or the right
It was also important to work in a team and that
typeface, but also addressing larger ideas that
was something we all engaged in intensively right
make a healthcare space as intimidating and
from the beginning. I did not only look at the
tasking for the patient.
visualization part of it but started from scratch, thus
If one is going there to recover, then why is there
exploring service design and certain elements of
still a negative stigma attached to the place?
marketing along with graphic design. I think it is
Eventhough the over all experience can be scary
one of the most challenging things I’ve undertaken
and daunting on the patient, there is an element
in the recent past and I see this project as a turning
of positivity, hope and calmness that I wanted to
point for me in terms of my confidence and skill
inculcate in my design solution.
level as a designer.
Initially, I was doubtful about whether I could do justice to this project, As I felt each design decision
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Client feedback • Appreciated the body of work covered in the duration of the course. • Thought the logo was modern and intriguing, ‘looked good as a unit.’ • He felt the tagline could have been something more aspirational, maybe another word instead of comfort. It was a good session with critical feedback in terms of thought process and outcome.
Citations http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1496871/ http://www.brandchannel.com/images/papers/535_Todays_Reality_for_ Hospitals_Final.pdf http://ehealth.eletsonline.com/2013/02/healthcare-scenario-in-india/ http://www.tedmed.com/talks/show?id=47020
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Acknowledgements
The completion of this project would not have been possible without -Everyone we had an interaction with over the last couple of months who gave us generous amounts of time and knowledge -Tata Elxsi, who gave us an opportunity to do this project -Vivan, Aakansha, Musharaff for their suggestions, feedback and encouragement -Akshita, Furqan for inputs on type and colour -My class peers- Nishu, Himali, Devasheesh, Shruti, Shreya and Vijay, who were a constant source of support through the journey -Naomi and Shoumik for being there when I hit rock bottom. -My family, for their encouraging words at every juncture. -My beautiful cat for being there during those long endless hours of confusion and ideation. And none of it would have been possible without Manasee and Vijay; their mentorship and constant support in the last six months.