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Ayushman Bharat

BRAND STRATEGY + BRAND IDENTITY

Branding for longevity in a land of diversity.

The new visual branding for 1,50,000 health and wellness centers for Government of India’s Ayushman Bharat program responds to its vision for ‘a people-centric and humanistic branding at the grassroots level’ by embracing India’s diversity.

How do you brand 1,50,000 health and wellness centers across India?

As Indians we are proud of our diversity, yet, on-ground it poses practical challenges as beliefs and understanding about health and the environment vary greatly amongst communities in India. The Indian Health Ministry faces the formidable task of reaching out to a billion-plus people across 650,244 villages and over 300 cities where people speak over 22 languages and 1652 dialects.

The Government of India’s new scheme aimed to increase accessibility to healthcare through a comprehensive system across 1,50,000 local health and wellness centers. Since many HWCs across India were housed in existing structures and the plans and facades were inconsistent, the branding had to accommodate for these variations, bringing a cohesive face across various terrains and climatic conditions.  With the core motive of giving assurance of well-being, these centers had to have a visually appealing aesthetic while communicating a sense of belonging to the people of a region.

What inspired us to create a craft-based identity?

Ayushman Bharat’s new visual identity is an application system that is dynamic and adaptive. The branding system which is primarily on the facades of the HWCs consisted of two parts: a unified template consisting of a square and circle, and a series of fixed illustrations. The square and circle could be easily adapted to regional decorative art across different regions and languages, allowing for a local discourse bringing a sense of belonging to the people of that place.

With a strategic approach, we created a humanistic brand identity system with the use of regional crafts, ultimately increasing the sense of ownership. This people-focused modular system allows the patterns and illustrations to wrap around the doors and windows of the centers. It is a sustainable design system that brings pride to the local community.

Anthony Lopez explains, “The design makes health centers less intimidating by integrating local crafts and respecting the diversity of indigenous cultures. When implemented across 1.5 lakh health centers across the country, each health center will have its unique character making this exercise one-of-a-kind. These will also nurture regional crafts and provide income to craftspersons. This idea will generate great public interest in the initiative, giving it traction and momentum — making it a people’s movement.”

A dynamic and cultural identity

“We just have to look inside ourselves to find answers which are ingenious and purposeful, solutions with a right fit for that specific context.” - Anthony Lopez

Instead of being the dominant paradigm, the branding incorporates choice, giving power to people, so they own, influence, and grow the brand. “Each region of India has its distinct culture, language, and craft. It is important that we respect these cultures to bring people closer to the initiatives of the government.” reminds Anthony. “This is one way to design and build dynamic visual systems which are flexible and diverse yet have a strong unified identity.

Team

Ajay Sharma
George John 
Mohan Godwal
Madhavi Menon
Riya Mahajan
Anthony Lopez

Support

Dylan Lopez
Shivani Prakash
Sujatha Shankar Kumar

 

© 2023 Lopez Design Pvt. Ltd. All rights reserved

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