Care.fit is part of the illustrious and disruptive Cure.fit group that has revolutionised healthcare in India. Care.fit wanted to create a healthcare experience for patients unlike any other. We were happy to oblige.

1. Building brand
presence at a chain
of clinics
Creating a unique and ‘happy’ healthcare
experience for each patient for Care.fit

2. The project
⇢ Challenge
→ Care.fit is part of the illustrious and disruptive Cure.fit group
that has revolutionised healthcare in India. Care.fit wanted
to create a healthcare experience for patients unlike any
other. We were happy to oblige.
→ Challenges to resolve::
● To create a medical centre that does not look
like a traditional medical centre?
● To identify decades old deep-rooted medical
industry problems with clinics and hospitals
and eradicate them from a new-age space?

3. The project
⇢ Challenge
⇢ From an industry perspective, the challenges were:
1. How do we ensure that we create a medical centre that
does not look like a medical centre?
2. How do we battle a centuries old perception that hospitals
and clinics are a scary place?
3. How do we create a hassle-free and smooth customer
journey that ensures the best possible experience?
⇢ From the perspective of the brand, the challenges were:
1. How do we create a space that inspires trust ?
2. How do we create a space that balances credibility and
freshness all in one?
3. How to incorporate the parent brand’s philosophy within
the content and art for the space?
4. How to ensure that the design reflects the brand’s existing
powerful visual language but still has the merit to stand out
on its own for Care.fit.
It was interesting to work with these unique set of challenges,
addressing them and then solving them eventually.
⇢ Research
1. Interviews with a diverse user base across all ages
2. Visits to medical centres across the city
3. To create a medical centre that looked like a modern day
office space.
4. Consciously stay away from unsavoury visuals and scare
tactics
5. Infuse some humour into the space
⇢ Our research revolved around:
1. What kind of experience do patients require from clinics
and medical centres these days?
2. What are the different kinds of experience disasters faced
by patients of all ages on a regular basis?
3. What are the kind of places that inspire trust in patient’s
minds?
⇢ Benchmarking
⇢ Our benchmarking revolved around:
1. Who are the top deliverers of patient experience in India
and abroad?
2. What are some of the best practices of industries like
hospitality that can be used to deliver a great experience
even in this domain?

4. The project
⇢ Design
Understanding the space and how it was going to be used
was key to getting us started with the process of idea
generation.
1. Mapping the entire customer journey into experience
touchpoints
2. Designing interventions for each touchpoint
3. Illustrations, graphics design, content strategy and
wayfinding
⇢ Outcome
We created a medical space unlike any other. It had
humour, colour, attitude and comfort.

5. The entrance experience
⇢ First impressions are important for any brand. First
interactions, first visits, first purchase and so on are all
important touch-points in the experience design of any
brand. Our thought process for the entrance facade was:
1. How does one make sure that it conveys that the space is
a medical centre?
2. How does one ensure that it looks inviting, fun and out of
the ordinary?
⇢ “Most medical centers have reception areas with
uncomfortable furniture, not enough place to sit and scary
posters of diseases” – One of our research candidates.
⇢ “The facade we solved by ensuring that a lot of the inside of
the centre could be seen from the outside without putting up
film on the glass. This created an element of curiosity.
⇢ The facade design was conceptualised to ensure that the
centre stood out and was noticeable from far. We wanted it
to be clear that the space was a medical centre and hence
the most prominent aspect of the facade was a medical
‘plus’.
⇢ The reception was created with the theme of a ‘cool and
funky start-up office’; a modern day workplace with
light-hearted communication, colourful graphics and
comfortable furniture.

6. Entrance experience

7. The hero illustration
⇢ Care.fit’s famous tagline is ‘Be better everyday’. The
company believes in lifestyle changes and long term gains.
They advocate a holistic approach to healthy living. We
represented the philosophy with a hero illustration that
communicated this in a visual manner.

8. Flat graphics

9. Consultation room
⇢ Each consultation room dispensed some lifestyle tips and
advise to the patients. Each room had a theme around
which the tips where given. However, the idea was not to
preach but to inform; and that is why each piece of
information was given in the form of a rhyme. The content
was supported by simple and vibrant illustrations printed on
3D circles and pasted on a colourful wall pattern.

10. Flat graphics

11. Flat graphics

12. Child consultation room
⇢ Each consultation room dispensed some lifestyle tips and
advise to the patients. Each room had a theme around
which the tips where given. However, the idea was not to
preach but to inform; and that is why each piece of
information was given in the form of a rhyme. The content
was supported by simple and vibrant illustrations printed on
3D circles and pasted on a colourful wall pattern.
⇢ “Doctor cabins are always so cluttered and uncomfortable.
Full of free calendars, pens, etc they have got from pharma
companies. It is depressing.” – An insight from our research

13. Flat graphics

14. Treatment room
⇢ Treatment Rooms are spaces where patients could be most
uncomfortable and anxious. Here is where the medical
professional run tests and check for anomalies. That is why,
here, we decided to use fun and interesting cartoons. Each
cartoon was themed on a doctor-patient interaction and
made the patient relax and smile.
⇢ We wanted Treatment Rooms to cheer patients up and
bring a smile to their faces.

15. Flat graphics

16. Flat graphics

17. Flat graphics

18. Flat graphics

19. Flat graphics

20. Posters
Informational, Humourous

21. Informational Posters
⇢ Information posters: We designed 3D informational
posters(refer to slide no. 22)
⇢ Humorous posters: We designed movie posters to bring
smile on people’s face(refer to slide no. 23).

22. Information posters

23. Humorous posters

24. Flat graphics

25. 3D quotes

26. 3D Quotes

27. Quotes on vinyl graphics

28. The Hippocratic Oath

29. Signage

30. Signages

31. Stay in touch with
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