Ray+Keshavan | The Brand Union – Healthcare


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Our work for some of the world’s best known Healthcare brands.

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Ray+Keshavan | The Brand Union – Healthcare

  1. 1. Ray+Keshavan The Brand Union Adding Value to Healthcare Brands
  2. 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 major market. 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. WHO WE ARE
  3. 3. 5Ray+Keshavan | The Brand Union BRANDS WE HAVE HELPED TO BUILD IN INDIA
  4. 4. 7Ray+Keshavan | The Brand Union BRANDS WE HAVE HELPED TO BUILD WORLDWIDE
  5. 5. 9Ray+Keshavan | The Brand Union WHY CLIENTS SEEK US 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 systems To provide companies with tools to manage their brands
  6. 6. 11Ray+Keshavan | The Brand Union 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 employees? 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. DELIVERING A COMPETITIVE EDGE IN HEALTHCARE SERVICES
  7. 7. 13Ray+Keshavan | The Brand Union3 Ray+Keshavan | The Brand Union 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 patient touchpoint. 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. EXPRESSION OF A NEW PARADIGM
  8. 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 Max HealthCare GENESIS OF THE LOGO
  9. 9. 17Ray+Keshavan | The Brand Union Fortis always wanted to be a trusted, technology driven pan-India healthcare brand. During 2004-2005, we branded Fortis by articulating the healthcare brand’s essence. 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. BUILDING A HEALTHCARE LEADER
  10. 10. 19Ray+Keshavan | The Brand Union GENESIS OF THE LOGO
  11. 11. 21Ray+Keshavan | The Brand Union3Ray+Keshavan | The Brand Union ADVANCING A NEW VISION IN INCLUSIVE HEALTHCARE 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.
  12. 12. 23Ray+Keshavan | The Brand Union3 Ray+Keshavan | The Brand Union33 Ray+Keshavan | The Brand Union
  13. 13. 25Ray+Keshavan | The Brand Union
  14. 14. 27Ray+Keshavan | The Brand Union3 Ray+Keshavan | The Brand Union TAKING A LEGACY TO THE FUTURE 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- class facilities.
  15. 15. 29Ray+Keshavan | The Brand Union
  16. 16. 31Ray+Keshavan | The Brand Union BUILDING A SPECIALTY SURGERY BRAND Nova Blue Nova Gradient 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 altogether. This translated into a visual identity and language that cued world-class standards, customer-centricity, simplicity and ease, and the joy of good health
  17. 17. 33Ray+Keshavan | The Brand Union Nova Blue Nova Gradient THE LOGO- BEFORE We renamed the fertility business to incorporate the joint venture partner and created a direct association with the mother brand.
  18. 18. 35Ray+Keshavan | The Brand Union3 Ray+Keshavan | The Brand Union TRANSFORMING HIMALAYA 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 presence. 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.
  19. 19. 37Ray+Keshavan | The Brand Union 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. Ravi Prasad President, Himalaya
  20. 20. 39Ray+Keshavan | The Brand Union THE LOGO- BEFORE
  21. 21. 41Ray+Keshavan | The Brand Union BRANDING A RESEARCH FIRM 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.
  22. 22. 43Ray+Keshavan | The Brand Union INTERNATIONAL CASE STUDIES
  23. 23. 45Ray+Keshavan | The Brand Union3 Ray+Keshavan | The Brand Union FOCUS ON PATIENTS The Brand Union’s solution was to develop a human oriented identity that helps foster a friendly atmosphere at Po-ai. 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. 24. 47Ray+Keshavan | The Brand UnionRay+Keshavan | The Brand Union
  25. 25. 49Ray+Keshavan | The Brand Union3 Ray+Keshavan | The Brand Union SERVING THE CANCER COMMUNITY 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.
  26. 26. 51Ray+Keshavan | The Brand Union 51Ray+Keshavan | The Brand Union 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. 27. 53Ray+Keshavan | The Brand Union Contact us arvind.hegde@rayandkeshavan.com +91 98450 64414 M tasneem.ali@rayandkeshavan.com +91 99204 03968 M
  28. 28. Ray+Keshavan The Brand Union 22 Brunton Road Bangalore 560 025 India +91 (0)80 2555 0486 T +91 (0)80 2555 0487 T +91 (0)80 2558 1465 F rayandkeshavan.com thebrandunion.com