Humain is a healthcare brand, a fast growing start-up in the healthcare technology space. Here is how we helped them build their brand and Customer Experience

1. Designing the
brand identity and
CX for a startup
Humain is a healthcare brand, a fast growing
start-up in the healthcare technology space.
Here is how we helped them build their brand.

2. The brand identity
⇢ Challenge
→ To create a unique and memorable visual identity
→ To push the boundaries of creativity hitherto
untouched in the healthcare sector
→ To not alienate or confuse people in need of
medical service
→ To create a energetic brand without trivialising it
⇢ Research
→ Understanding patient psychology
→ Benchmarking and analysis
→ Understanding what works
⇢ Design
→ The approach
→ The human in HUMAIN
⇢ Outcome
→ Appreciated by clients and customers alike

3. The story of the design
⇢ Humain Health is a chain of primary healthcare and
diagnostic centres.
⇢ At the heart of this healthcare startup is innovative
AI based technology which delivers superior
diagnostic results to patients.
⇢ The logo we designed evolved from Humain
Health’s core mission of providing quality
healthcare to people.
⇢ Thus the logo mark consists of a human form with
its arms raised; it depicts a healthy individual.

4. Evolution of the logomark

5. Green, the primary palette

6. Why the ‘H’
→ The thought was to create an identity that was
clutter-breaking, yet simple and easy to relate
to. Since the company’s name started with ‘H’,
we decided to explore a ‘basic’ route with the
alphabet first.
→ Various experiments and trials and errors
brought us around to using the H as a human
form.
→ Not only was the word ‘human’ a part of the
brand name but the services offered were
also for the benefit of humanity.
→ The logomark is drawn from a single line, ‘the
lifeline’ and forms the H in one smooth
continuous motion.
→ The colour we used as the primary brand
colour was green which represented
freshness, energy and life.
→ The logo was scaled to myriad applications.
The icons followed a single-stoke philosophy
and used the design language set by the
brand identity

7. The identity led the icon design

8. Brand applications

9. Brand applications

10. Icons have wide usage

11. A complete set of icons

12. The identity in installations

13. CX (Customer Experience)
⇢ Challenge
→ From the facade to the reception, the goal was to
create visuals that communicated the Humain
philosophy while being pleasant
→ Medical centres are generally traditional in
design and design language had to be done to
avoid visual and mental fatigue
→ The centre was not a run-of-the-mill healthcare
centre, so illustrations that would cater to all
touch points was key
⇢ Research
→ Understanding patient psychology
→ Benchmarking and analysis
→ Understanding what works

14. CX (Customer Experience)
⇢ Design
→ A short note on the brand’s philosophy, a
self-registering kiosk combined with a green aura
provided patients with the perfect ‘safe zone’
where they can get their health look after.
→ The reception had several touchpoints to engage
a patient when he/she enters. We created a ‘hero
illustration’ for the brand which was displayed
prominently at the reception.
→ Here, patients could understand the
methodology of treatment and diagnosis along
with the services offered at Humain.
→ Each consulting room had useful information for
the patient packaged in easy-to-consume, short
points.
→ The brand identity was scaled across many
applications such as delivery boys’ bikes, bags,
vans, stationery, reports and much more.
⇢ Outcome
→ Highly appreciated by clients and customers alike
.

15. Reception area

16. Registration kiosk

17. Brand philosophy

18. Illustrations are a crucial part of
the brand’s identity

19. Core brand illustrations depicted a
story for Humain

20. Evolution of illustration - WIP sketches
on ipad for Humain diagnostic

21. Hero illustration

22. ‘We care for you’ illustration

23. The illustration uses several
nuances of the experience

24. Technology illustration

25. Diagnostics illustration

26. BMI measuring machine
⇢
⇢ We developed product innovations
such as this BMI Machine that would
help engage patients
⇢ The machine was a result of IOT
development, product design and
some deft co-ordination with the
interior design team

27. Phlebotomy history

28. Fun posters bring humour

29. A pun on organs

30. A few more...

31. Doctors’ lounge graphics

32. Consultation room

33. Nutrition consulting

34. Facade night time signage

35. Facade day time signage

37. Stay in touch with
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