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Naruvi aims to embrace and adapt nuanced, value-based care in thoughts, space and technology, to nurture a patient-centric experience in its finest granular detail. With state-of-the-art facilities, a multi-disciplinary research unit and a luminary list of doctors and medical specialists, Naruvi offers super-speciality and tertiary healthcare services that parallel international standards. They are also partners with Henry Ford Health and get to share knowledge, technology and resources with the global institution. Located at Vellore, a prominent hub for medical tourism, Naruvi garners public attention with innovative patient care and research. To effectively utilize the attention, they needed brand and web design that properly reflected their progressive mission and human-centric principles.
The brand identity and visual language that they had previously gotten made were very basic and did not appropriately communicate brand values. They needed a visual language that aligned better with the brand’s personality and was robust enough to extend to various brand collateral across marketing and operational use cases.
The website needed an overhaul that portrayed the right image for the organization and its offerings and positioned them correctly in the marketplace. The redesign was to improve the experience both aesthetically and functionally, reflecting brand principles on all levels. Key information had to be made accessible, presented in the right tone.
Through scales of design interventions, Naruvi aimed to create an experience-driven value-based culture that allows everyone to strive to deliver their best approach and receive the same across all of the brand’s touchpoints. To begin the design process, we looked to the leading medical organizations in India and internationally for best practices in the industry and also took visual references of clean, bold, and welcoming graphic design from across the internet.
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Quality and care are almost invisible factors that are not solely defined by the medical aid that patients receive at the hospital. Care, in general, is not a transferrable commodity but a pleasing memorable experience that is often felt and perceived subconsciously. Patients take into account their entire experience when valuing hospitals. Hence it was imperative to identify and account for all such nodes that form the perception of wellbeing. The touchpoints affecting the experience range from the smallest detail as to the quality of the napkins one receives with the refreshments, the way one is received at the reception, the time taken in way-finding, the availability of services for special needs and the overall look and feel of the spatial environment. The essence of the brand — nuanced care, wellbeing, and joy — had to be reflected both visually and functionally across different media of the touchpoints. The initial brand identity however held no meaning and lacked an appropriate style guide and graphic system that fit the principles of the brand. We needed a refined logo, a comprehensive style guide and brand visual language that captured the brand’s values and worked equally well on both print and digital media.
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We began with tweaking the logo in terms of colour, spacing and alignment of logo elements and then creating versions of the logo for different applications. Using the petal graphic from the logo, we developed a visual brand story that used the petals to represent the patient-centric experience in the hospital.
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We made an extensive colour palette composed of primary and secondary colours that can support the particularly demanding requirements of a large organization composed of numerous sub-entities. For the brand typeface, the first choice was Circular by LLineto, a superbly clean and legible geometric sans-serif. But since it was too expensive, we found a similar typeface Gordita by Type Atelier using font finders applications online. Gordita had a range of weights that would come in handy for the variety of applications. It was also only a fraction of the price of Circular. We also chose a humanist Tamil typeface, Mukta Malar by Ek Type, for bilingual applications. Mukta Malar reflected some characteristics of the geometric sans serif, like the uniform stroke weight and clean curves, while also being perfectly legible by staying true to the Tamil script’s forms.
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Based on the brand story and the petal graphic from the logo, we developed visuals that can be used across brand collateral. The new brand language was designed to visually encapsulate the core emotions of the brand — care, empathy, and hope.
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Taking off of the visual language, we thoughtfully designed a range of brand collateral that looked clean and sophisticated while feeling welcoming at the same time. Using the petals and flower graphics as the central piece, we designed office stationery, patient and visitor consumables, packaging, signages and wayfinding tools, promotional material, operational collateral like labels and stickers, and even the hospital ambulance.
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Our research showed that, unlike most business domains, healthcare solutions consist of various stakeholders catering to different audiences with diverse needs. Brand collateral like business cards had variations for different use cases — a dark-themed one for executives with qualification info, one for medical practitioners with availability and appointment details, a simpler one for the staff and technicians, and one for the organization itself (not for an individual). Stationery such as envelopes, letterheads, folders, and ID cards also had variations for medical and non-medical, staff and patient use cases.
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In today's digital age, self-diagnosis and readily available health information online have greatly impacted individual health decisions. Search engines are the first stop for 4 out of 5 people seeking health information. There is also the fact that many Indians today are still skeptical of allopathic medicine and turn to alternative sources of medicine like Ayurveda and homeopathy. Only after exhausting their options and when the symptoms persist, they tend to seek medical attention at the latest stage. And when searching for health information, they often feel anxious, afraid, or overwhelmed. It is crucial to establish trust and provide a hopeful and positive web experience for these individuals, especially during their most uncomfortable times.
Naruvi recognized this need for trust-building and sought to create a website that aligned with their values of providing considered, optimistic, patient-centric healthcare services. Beyond the look and feel of the website, as a hospital’s website, there were certain functional requirements to be met as well —
Drawing references from top global medical institutions as well as direct competitors in India, we iteratively designed a comprehensive sitemap and information architecture that ensured the content was organized and accessible with minimum friction for the visitor.
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Using the brand graphics, soft combinations of colours from the palette and large negative spaces, we designed a landing page concept that looked pleasant and approachable. With clear CTAs on the landing fold for the most frequent use cases, users would find what they need with the minimum number of clicks. The sticky header made sure important information like emergency contact details or appointment booking forms were immediately accessible no matter where the user was on the website.
Consistency of the brand experience also extended to operational collateral like stickers, labels and posters. We focused on functional affordances for information design like visibility, legibility, conciseness and easy comprehension, while subtly incorporating the brand’s visual identity using type, colours and rounder corners. We created coherent designs for emergency code stickers, caution stickers, colour-coded drug labels, infusion and IV labels, consent forms, waste bin labels, handwash posters, and other important materials that help reduce confusion and increase patient and staff safety.
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