1. Ray+Keshavan The Brand Union
Adding Value to
2. 3Ray+Keshavan | The Brand Union
Ray+Keshavan was voted India’s No 1 Brand
Design Agency by The Economic Times four
years in a row- in 2008, 2009, 2010 and 2011.
We are part of WPP’s global brand agency,
The Brand Union. Together, we offer more
than 35 years of brand building experience
with about 500 strategists, designers and
researchers across 21 ofﬁces serving every
This means that our clients beneﬁt from the
best of both worlds: a global network and
knowledge pool combined with deep experience
and understanding of the Indian context.
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BRANDS WE HAVE HELPED
TO BUILD IN INDIA
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BRANDS WE HAVE HELPED
TO BUILD WORLDWIDE
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To develop powerful strategies to create
new brands or rejuvenate existing ones
To bring modern, world-class design
solutions to Indian brands
To create compelling and memorable
brand visual identities to enable
employees and stakeholders to
understand and live their brands
To rationalise brand portfolios and
create robust, enduring architecture
To provide companies with tools to
manage their brands
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How can a long-standing brand stay relevant
for audiences whose expectations are evolving?
This is true for patients as well as other key
stakeholders and medical practitioners. How can
a new entrant carve a position for itself in the
fiercely competitive healthcare market? How
can brand-experience act as a differentiator?
How can brand serve as a rallying point for
If those are some of your questions, we can
help you find answers. We’ve done it for several
healthcare organizations – helping them align
business and brand strategy for market success.
Read their stories inside and get in touch with us
so that we can help you tell yours.
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The ﬁrst branded healthcare delivery provider in
India, Max Healthcare’s brand promise was to
minimize stress in a healthcare environment
and replace anxiety with delight. We created a
seamless brand experience that was extended to
a three-tier structure of primary, secondary and
tertiary care – identifying and designing every
The logo is inspired by Michelangelo’s famous
fresco ‘The Creation of Adam’ in the Sistine
Chapel, where God touches Adam’s ﬁngers as he
breathes life into him. The distinctive jade colour
played an important role in creating rapid brand
awareness – and people can now spot a Max
Healthcare branch from a mile off.
OF A NEW
8. 15Ray+Keshavan | The Brand Union
Ray+Keshavan proved to be the right choice for our brand. A few
things that make the R&K team stand out are: their experience
across categories, their professional approach, their open-
mindedness towards feedback and their passion for work which is
visible in every member of the team.
Analjit Singh, MD
GENESIS OF THE LOGO
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Fortis always wanted to be a trusted, technology
driven pan-India healthcare brand. During 2004-2005,
we branded Fortis by articulating the healthcare
We designed a humanistic identity drawn from the
concept of personalized care. We used a unique colour
and built a memorable brand world along with a
scalable brand architecture.
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GENESIS OF THE LOGO
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A NEW VISION
A first-of-its-kind venture, Chettinad Health City
integrates a specialized hospital, medical education,
research lab, a multitude of support services, offices
and residences within a large campus.
We designed the brand’s visual identity and a range of
touchpoints from patient information literature and
forms to signage, vehicle livery and staff uniforms.
A key part of the project was also signage for the
campus. Located in a rather backward region, a large
number of visitors are illiterate. We developed an
innovative wayfinding system that uses navigation
cards overlaid with simple pictograms and colours to
help visitors find their way about the campus.
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One of New Delhi’s oldest hospitals, Moolchand
was synonymous with affordable healthcare for
over ﬁve decades. However with the emergence
of a new generation of world-class healthcare
facilities in the Capital, it was increasingly
perceived to be rather inefﬁcient and outdated.
As younger management took over, they
approached us to bring the brand up to date. A
vibrant and cheerful new visual identity gave
expression to the brand position of Health
Happiness Life. It brought to life a brand that
combines exceptional healthcare capabilities
with improved service standards and best-in-
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Nova is a is a fully equipped medical facility. It brings
cutting edge medical technology and internationally
trained physicians under one roof to give patients easy
access to quality, affordable healthcare.
We recently reinvigorated brand Nova and looked at
brand name and positioning. We changed the name
to ‘Nova Specialty Surgery’ to present Nova as the
core extendable brand, keeping the focus on expert
surgical care, and removing the non-hospital reference
This translated into a visual identity and language
that cued world-class standards, customer-centricity,
simplicity and ease, and the joy of good health
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THE LOGO- BEFORE
We renamed the fertility business to incorporate
the joint venture partner and created a direct
association with the mother brand.
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Established in 1934, the Himalaya Drug Company
had a wide range of herbal, therapeutic and
personal care products. However, there was
hardly any awareness of the organization behind
the different products.
We partnered Himalaya on a complete re-
branding exercise – rechristening the brand
Himalaya Herbal Healthcare and making it visible
across all product lines. The makeover covered
every single brand touch-point – from packaging
to marketing collateral, from retail to web
The central brand idea of ‘Researching Nature,
Enriching Lives’ forms the foundation for the
brand that is now a household name in India and
sells in over 100 countries.
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We have seen our investment in brand identity and design
pay rich dividends. This is both in terms of brand building and
impact on revenues. Ray+Keshavan has helped us completely
reinvent the Himalaya brand. Their approach to design is
extremely professional and world-class.
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THE LOGO- BEFORE
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GVK Bio is Asia’s leading Contract Research
Organization It enables clients to address their
drug development challenges with an effective
combination of science, innovation and people.
We developed a mother brand led brand identity
and brand standard for GVK Bio.
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23. 45Ray+Keshavan | The Brand Union3 Ray+Keshavan | The Brand Union
The Brand Union’s solution was to develop a human
oriented identity that helps foster a friendly atmosphere
The central concept of the logo design comes from the
Chinese idiom which means that a charitable mind is
as everlasting as a tree‘s life. This is the ultimate spirit
of medical professionals as well. Visualizing the spirit
comes this identity, a tree with a green medical cross
as trunk and 12 hearts as blossom spreading love to
patients and employees alike. The cross identiﬁes the
industry segment and green tree reﬂects growing hopes
and essence of life. Each heart represents their love
to the world. 12 hearts together echo the name of the
hospital, Po-ai (in Chinese it means ‘A universal love’).
This design successfully softens the image of
hospital from being a medical institute to be a charity
organization. Moreover, the spread of hearts promises
caring and sympathy.
24. 47Ray+Keshavan | The Brand UnionRay+Keshavan | The Brand Union
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The Brand Union developed a new identity which
retains some of the equity of the previous identity,
but has a much fresher, more contemporary feel.
As part of the realignment of the organization, we
created two distinct sub-brands: Action Breast
Cancer and Cancer Research, Ireland.
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The spirit of the main identity is echoed through
the design of the two sub-brands, through
format and illustrative style. This has helped
in the clearer communication of the specific
services of the society.
27. 53Ray+Keshavan | The Brand Union
+91 98450 64414 M
+91 99204 03968 M
28. Ray+Keshavan The Brand Union
22 Brunton Road
Bangalore 560 025
+91 (0)80 2555 0486 T
+91 (0)80 2555 0487 T
+91 (0)80 2558 1465 F