Branding for Longevity in a land
of diversity

Branding for Longevity in a land
of diversity

Branding for Longevity in a land
of diversity

Branding for Longevity in a land
of diversity

Branding for Longevity in a land of diversity

BRAND IDENTITY SYSTEM

BRAND IDENTITY SYSTEM

BRAND IDENTITY SYSTEM

BRAND IDENTITY SYSTEM

BRAND IDENTITY SYSTEM

Ayushman-16

Revamped Health and Wellness Centre in Village Dhanas, Punjab.

Revamped Health and Wellness Centre in Village Dhanas, Punjab.

Revamped Health and Wellness Centre in Village Dhanas, Punjab.

How do you brand 1,50,000 health centres across India?
This weighty question led us on a journey to discover India’s amazing principle of ‘unity in diversity’.

How do you brand 1,50,000 health centres across India?
This weighty question led us on a journey to discover India’s amazing principle of ‘unity in diversity’.

Commissioned by UNICEF, our identity and branding for Government of India’s Ayushman Bharat program embraces India’s diversity, responding to its vision for ‘a powerful, people-centric and humanistic branding at the grassroots level.’ We designed a dynamic system with a basic template consisting of a square and circle, which can be adapted to regional arts and crafts.

Commissioned by UNICEF, our identity and branding for Government of India’s Ayushman Bharat program embraces India’s diversity, responding to its vision for ‘a powerful, people-centric and humanistic branding at the grassroots level.’ We designed a dynamic system with a basic template consisting of a square and circle, which can be adapted to regional arts and crafts.

How do you brand 1,50,000 health centres across India?
This weighty question led us on a journey to discover India’s amazing principle of ‘unity in diversity’.

The visual branding for Government of India’s Ayushman Bharat program embraces India’s diversity, responding to its vision for ‘a people-centric and humanistic branding at the grassroots level.’ The visual identity is a result of the application system which is dynamic and adaptive using a basic template consisting of a square and circle which can be easily adapted to regional decorative art.

The visual branding for Government of India’s Ayushman Bharat program embraces India’s diversity, responding to its vision for ‘a people-centric and humanistic branding at the grassroots level.’ The visual identity is a result of the application system which is dynamic and adaptive using a basic template consisting of a square and circle which can be easily adapted to regional decorative art.

Commissioned by UNICEF, our identity and branding for Government of India’s Ayushman Bharat program embraces India’s diversity, responding to its vision for ‘a powerful, people-centric and humanistic branding at the grassroots level.’ We designed a dynamic system with a basic template consisting of a square and circle, which can be adapted to regional arts and crafts.

Commissioned by UNICEF, our identity and branding for Government of India’s Ayushman Bharat program embraces India’s diversity, responding to its vision for ‘a powerful, people-centric and humanistic branding at the grassroots level.’ We designed a dynamic system with a basic template consisting of a square and circle, which can be adapted to regional arts and crafts.

The visual branding for Government of India’s Ayushman Bharat program embraces India’s diversity, responding to its vision for ‘a people-centric and humanistic branding at the grassroots level.’ The visual identity is a result of the application system which is dynamic and adaptive using a basic template consisting of a square and circle which can be easily adapted to regional decorative art.

Branding HWCs (Health and Wellness Centres)
Under the Government of India’s scheme, health and wellness services will be disbursed through 1.5 lakh local HWCs which will provide comprehensive health care to local communities. The centres had to be accessible and appealing, and more so, communicate a sense of belonging to people of the region giving assurance of well-being.

Branding HWCs (Health and Wellness Centres)
Under the Government of India’s scheme, health and wellness services will be disbursed through 1.5 lakh local HWCs which will provide comprehensive health care to local communities. The centres had to be accessible and appealing, and more so, communicate a sense of belonging to people of the region giving assurance of well-being.

Branding HWCs
Under the Government of India’s scheme, health and wellness services will be disbursed through 1.5 lakh local HWCs (Health and Wellness Centres) which will provide comprehensive health care to local communities. The centres had to be accessible and appealing and more so, communicate a sense of belonging to people of the region, and assurance of well-being.

Branding HWCs
Under the Government of India’s scheme, health and wellness services will be disbursed through 1.5 lakh local HWCs (Health and Wellness Centres) which will provide comprehensive health care to local communities. The centres had to be accessible and appealing and more so, communicate a sense of belonging to people of the region, and assurance of well-being.

Branding HWCs (Health and Wellness Centres)
Under the Government of India’s scheme, health and wellness services will be disbursed through 1.5 lakh local HWCs which will provide comprehensive health care to local communities. The centres had to be accessible and appealing, and more so, communicate a sense of belonging to people of the region giving assurance of well-being.

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Health center at Jangla, Chhattisgarh, during security preparations for the Inauguration by Prime Minister Narendra Modi.

Health center at Jangla, Chhattisgarh, during security preparations for the Inauguration by Prime Minister Narendra Modi.

Health center at Jangla, Chhattisgarh, during security preparations for the Inauguration by PM Modi.

Health center at Jangla, Chhattisgarh, during security preparations for the Inauguration by PM Modi.

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Work in progress, painting of the HWC at Jangla.

Work in progress, painting of the HWC at Jangla.

Work in progress, painting of the HWC at Jangla.

The challenge
Governing bodies in India are faced with the formidable task of reaching out to a billion-plus across 650,244 villages and over 300 cities, officially speaking 22 languages and 1652 dialects. We are proud of our diversity, yet, on-ground it poses practical challenges. Beliefs about health and environment vary greatly and getting common acceptance and understanding from communities is not easy to achieve.

The main setback we had to overcome in branding the facades was the inconsistency of structures in existing centers across the country.

The challenge
Governing bodies in India are faced with the formidable task of reaching out to a billion-plus across 650,244 villages and over 300 cities, officially speaking 22 languages and 1652 dialects. We are proud of our diversity, yet, on-ground it poses practical challenges. Beliefs about health and environment vary greatly and getting common acceptance and understanding from communities is not easy to achieve.

The main setback we had to overcome in branding the facades was the inconsistency of structures in existing centers across the country.

The challenge
Governing bodies in India are faced with the challenge of reaching out to a billion-plus across 650,244 villages and over 300 cities, officially speaking 22 languages and 1652 dialects. We are proud of our diversity, yet, on-ground it poses practical challenges. Beliefs about health and environment vary greatly and getting common acceptance and understanding from communities is not easy to achieve.

The greatest challenge for the facade branding was the inconsistency in the structure of existing centers across the country.

The challenge
Governing bodies in India are faced with the challenge of reaching out to a billion-plus across 650,244 villages and over 300 cities, officially speaking 22 languages and 1652 dialects. We are proud of our diversity, yet, on-ground it poses practical challenges. Beliefs about health and environment vary greatly and getting common acceptance and understanding from communities is not easy to achieve.

The greatest challenge for the facade branding was the inconsistency in the structure of existing centers across the country.

The challenge
Governing bodies in India are faced with the formidable task of reaching out to a billion-plus across 650,244 villages and over 300 cities, officially speaking 22 languages and 1652 dialects. We are proud of our diversity, yet, on-ground it poses practical challenges. Beliefs about health and environment vary greatly and getting common acceptance and understanding from communities is not easy to achieve.

The main setback we had to overcome in branding the facades was the inconsistency of structures in existing centers across the country.

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A cross section of health centres across the country show considerable variation in architectural elements, shapes and sizes.

A cross section of health centres across the country showing considerable variation in architectural elements, shapes and sizes. 

A cross section of health centres across the country show considerable variation in architectural elements, shapes and sizes.

The system
The Facade branding system addresses communication through illustrations that fit into a unified template. A sense of belonging was created through the use of regional crafts, ultimately increasing the sense of ownership.

The system
The Facade branding system addresses communication through illustrations that fit into a unified template. A sense of belonging was created through the use of regional crafts, ultimately increasing the sense of ownership.

The system
The Facade branding system tackles communication through illustrations and belongingness was created through the use of regional crafts, ultimately increasing the sense of ownership.

The system
The Facade branding system tackles communication through illustrations and belongingness was created through the use of regional crafts, ultimately increasing the sense of ownership.

The system
The Facade branding system addresses communication through illustrations that fit into a unified template. A sense of belonging was created through the use of regional crafts, ultimately increasing the sense of ownership.

Ayushman-Bharat-14

The base template consists of a circle and square, the foundation for creating a common language across all health centres. These graphic elements are integrated with the features of the building. The square shape sits around the windows or doors of buildings, while illustrations are featured inside the circular module. At the grassroots level, this ensures the message is simple and direct, without any language barrier.

The base template consists of a circle and square, the foundation for creating a common language across all health centres. These graphic elements are integrated with the features of the building. The square shape sits around the windows or doors of buildings, while illustrations are featured inside the circular module. At the grassroots level, this ensures the message is simple and direct, without any language barrier.

Our branding consists of a template made of a circle and square, a common language for all service centres. These graphic elements are integrated with the features of the building. The square shape sits around the windows of buildings while illustrations are featured inside the circular module. The circular and square elements are combined organically, adapting to the local craft. At the grassroots level, this ensures the message is simple and direct, without any language barrier.

Our branding consists of a template made of a circle and square, a common language for all service centres. These graphic elements are integrated with the features of the building. The square shape sits around the windows of buildings while illustrations are featured inside the circular module. The circular and square elements are combined organically, adapting to the local craft. At the grassroots level, this ensures the message is simple and direct, without any language barrier.

The base template consists of a circle and square, the foundation for creating a common language across all health centres. These graphic elements are integrated with the features of the building. The square shape sits around the windows or doors of buildings, while illustrations are featured inside the circular module. At the grassroots level, this ensures the message is simple and direct, without any language barrier.

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The modular system allows the patterns and illustrations to wrap around the doors and windows of the centers.

The modular system allows the patterns and illustrations to wrap around the doors and windows of the centers.

The modular system allows the patterns and illustrations to wrap around the doors and windows of the centers.

The modular system allows the patterns and illustrations to wrap around the doors and windows of the centers.

The modular system allows the patterns and illustrations to wrap around the doors and windows of the centers.

Anthony Lopez explains, “The design makes health centres less intimidating by integrating local crafts and respecting the diversity of indigenous cultures. When implemented across 1.5 lakh health centres across the country, each health centre will have its own 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 to the initiative, giving it traction and momentum — making it a people’s movement.”

The modular system allows the patterns and illustrations to wrap around the doors and windows of the centers.

Anthony Lopez explains, “The design makes health centres less intimidating by integrating local crafts and respecting the diversity of indigenous cultures. When implemented across 1.5 lakh health centres across the country, each health centre will have its own 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 to the initiative, giving it traction and momentum — making it a people’s movement.”

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

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

The modular system allows the patterns and illustrations to wrap around the doors and windows of the centers.

Anthony Lopez explains, “The design makes health centres less intimidating by integrating local crafts and respecting the diversity of indigenous cultures. When implemented across 1.5 lakh health centres across the country, each health centre will have its own 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 to the initiative, giving it traction and momentum — making it a people’s movement.”

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The design at local centers takes shape with illustrations that borrow from their own patterns, arts and crafts, intended for people to relate to their centres as their own.

The design at local centers takes shape with illustrations that borrow from their own patterns, arts and crafts, intended for people to relate to their centres as their own.

Going to the roots
Anthony Lopez believes that India is unique to herself and because of this, design for India will evolve from our deeper understanding. He says, “We just have to look inside ourselves to find answers which are ingenious and purposeful, solutions with a right fit as they say.” With its pan-India rollout across diverse cultures, the distinct branding of health and wellness centres will bring the services closer to the people it is meant to serve.

Going to the roots
Anthony Lopez believes that India is unique to herself and because of this, design for India will evolve from our deeper understanding. He says, “We just have to look inside ourselves to find answers which are ingenious and purposeful, solutions with a right fit as they say.” With its pan-India rollout across diverse cultures, the distinct branding of health and wellness centres will bring the services closer to the people it is meant to serve.

The design takes shape with illustrations that evolve from local arts and crafts, responding to regional influences and patterns.

Going to the roots
A firm believer that design for India has to evolve from our deeper understanding, Anthony Lopez says, “We just have to look inside ourselves to find the answers in our indigenous roots. Design in India can be independent of all influences.” The diverse, but distinct branding of health and wellness centres brings the services closer to the people it is meant to serve.

The design takes shape with illustrations that evolve from local arts and crafts, responding to regional influences and patterns.

Going to the roots
A firm believer that design for India has to evolve from our deeper understanding, Anthony Lopez says, “We just have to look inside ourselves to find the answers in our indigenous roots. Design in India can be independent of all influences.” The diverse, but distinct branding of health and wellness centres brings the services closer to the people it is meant to serve.

Going to the roots
Anthony Lopez believes that India is unique to herself and because of this, design for India will evolve from our deeper understanding. He says, “We just have to look inside ourselves to find answers which are ingenious and purposeful, solutions with a right fit as they say.” With its pan-India rollout across diverse cultures, the distinct branding of health and wellness centres will bring the services closer to the people it is meant to serve.

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The artwork is designed for easy adaptation across different layouts of the HWCs

The artwork is designed for easy adaptation across different layouts of the HWCs

The artwork is designed for easy adaptation across different layouts of the HWCs

The artwork is designed for easy adaptation across different layouts of the HWCs

The solution
“We tried to rediscover our roots with the aim of generating a stronger sense of community and belonging amongst the locals, and everyone got involved in the project”, says designer Riya Mahajan for whom it was the first grassroots level project of large scale.

The solution
“We tried to rediscover our roots with the aim of generating a stronger sense of community and belonging amongst the locals, and everyone got involved in the project”, says designer Riya Mahajan for whom it was the first grassroots level project of large scale.

The solution
“We tried to rediscover our roots with the aim of generating a stronger sense of community and belonging amongst the locals and everyone got involved in the project”, says designer Riya Mahajan for whom it was the first grassroots level project of large scale.

The solution
“We tried to rediscover our roots with the aim of generating a stronger sense of community and belonging amongst the locals and everyone got involved in the project”, says designer Riya Mahajan for whom it was the first grassroots level project of large scale.

The solution
“We tried to rediscover our roots with the aim of generating a stronger sense of community and belonging amongst the locals, and everyone got involved in the project”, says designer Riya Mahajan for whom it was the first grassroots level project of large scale.

HWC village Dhanuka before

(Before) HWC at Village Dhanas in Punjab

(Before) HWC at Village Dhanas in Punjab

(Before) HWC at Village Dhanas in Punjab

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(After) HWC at Village Dhanas in Punjab

(After) HWC at Village Dhanas in Punjab

(After) HWC at Village Dhanas in Punjab

What our clients have to say:
“The illustrations made on the center are leading to people being more conscious towards health and wellness and have begun to make use of the facilities and services available at the center. Through these paintings, illiterate people in rural areas are easily able to process information regarding the facilities available to them.” – Mrigendra Jyoti Sonwani Executive Engineer, Chhattisgarh Medical Service 

What our clients have to say:
“The illustrations made on the center are leading to people being more conscious towards health and wellness and have begun to make use of the facilities and services available at the center. Through these paintings even illiterate people in rural areas are easily able to process information regarding the facilities available to them.” – Mrigendra Jyoti Sonwani Executive Engineer, Chhattisgarh Medical Service

What our clients have to say:
“The illustrations made on the center are leading to people being more conscious towards health and wellness and have begun to make use of the facilities and services available at the center. Through these paintings even illiterate people in rural areas are easily able to process information regarding the facilities available to them.” – Mrigendra Jyoti Sonwani Executive Engineer, Chhattisgarh Medical Service 

What our clients have to say:
“The illustrations made on the center are leading to people being more conscious towards health and wellness and have begun to make use of the facilities and services available at the center. Through these paintings, illiterate people in rural areas are easily able to process information regarding the facilities available to them.” – Mrigendra Jyoti Sonwani Executive Engineer, Chhattisgarh Medical Service

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Health and Wellness Centre at Haldi, Uttarakhand has patterns similar to Jangla from clay art forms of the region.

Health and wellness Centre at Haldi, Uttarakhand has patterns similar to Jangla from clay art forms of the region.

Health and Wellness Centre at Haldi, Uttarakhand has patterns similar to Jangla from clay art forms of the region.

For the people and by the people
Designer on the project, Madhavi Menon says, “The most elegant part of this branding for me, is the involvement of the local people in painting the centre facade. When members of the community get involved the whole exercise becomes lasting and meaningful. The hand is channelised to create the artwork on a wall and this reduces the clinical coldness associated with a health centre. No better way to champion the feeling of “Wellness”.

For the people and by the people
Designer on the project, Madhavi Menon says, “The most elegant part of this branding for me, is the involvement of the local people in painting the centre facade. When members of the community get involved the whole exercise becomes lasting and meaningful. The gesture of a hand to a wall to create the artwork reduces the clinical coldness associated with a health centre. No better way to champion the feeling of “Wellness”.

For the people and by the people
Designer on the project, Madhavi Menon says, “The most elegant part of this branding for me, is the involvement of the local people in painting the centre facade. When members of the community get involved the whole exercise becomes lasting and meaningful. The gesture of a hand to a wall to create the artwork reduces the clinical coldness associated with a health centre. No better way to champion the feeling of “Wellness”.

For the people and by the people
Designer on the project, Madhavi Menon says, “The most elegant part of this branding for me, is the involvement of the local people in painting the centre facade. When members of the community get involved the whole exercise becomes lasting and meaningful. The hand is channelised to create the artwork on a wall and this reduces the clinical coldness associated with a health centre. No better way to champion the feeling of “Wellness”.

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Work in progress at Dentam, Sikkim. The patterns at the HWC are inspired by Buddhist art forms of the region.

Work in progress at Dentam, Sikkim. The patterns at the HWC are inspired by Buddhist art forms of the region

Work in progress at Dentam, Sikkim. The patterns at the HWC are inspired by Buddhist art forms of the region.

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Sub centres in Badhuana district, Allahabad, where the pattern is derived from Kohbar craft

Sub centres in Badhuana district, Allahabad, where the pattern is derived from Kohbar craft

Sub centres in Badhuana district, Allahabad, where the pattern is derived from Kohbar craft

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Health and Wellness Centre at Haldi, Uttarakhand has patterns similar to Jangla from clay art forms of the region

Health and Wellness Centre at Haldi, Uttarakhand has patterns similar to Jangla from clay art forms of the region

Health and Wellness Centre at Haldi, Uttarakhand has patterns similar to Jangla from clay art forms of the region

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Primary Health Centre at Rajnagar

Primary Health Centre at Rajnagar

Primary Health Centre at Rajnagar

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 how one can design and build dynamic visual systems which are flexible and diverse yet have a strong unified identity. Once it is implemented, a deeper study will reveal its impact, throwing a lot of learning, giving further insights on how to create branding systems which respect and cater to our diversity.”

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 indigenous cultures as tools to bring people closer to the initiatives of the government.” reminds Anthony. “This is how one can design and build dynamic brands which are flexible and diverse yet have a strong unified identity. This fulfils its purpose at both macro and micro implementation making it a powerful brand for the future.”

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 indigenous cultures as tools to bring people closer to the initiatives of the government.” reminds Anthony. “This is how one can design and build dynamic brands which are flexible and diverse yet have a strong unified identity. This fulfils its purpose at both macro and micro implementation making it a powerful brand for the future.”

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 how one can design and build dynamic visual systems which are flexible and diverse yet have a strong unified identity. Once it is implemented, a deeper study will reveal its impact, throwing a lot of learning, giving further insights on how to create branding systems which respect and cater to our diversity.”

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Health and wellness Centre at Daudnagar, Aurangabad with traditional leaf patterns

Health and wellness Centre at Daudnagar, Aurangabad with traditional leaf patterns

Health and wellness Centre at Daudnagar, Aurangabad with traditional leaf patterns

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HWC at Bihar Salmari

HWC at Bihar Salmari

HWC at Bihar Salmari

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HWC at Punjab Dariya

HWC at Punjab Dariya

HWC at Punjab Dariya

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HWC at Rajasthan

HWC at Rajasthan

HWC at Rajasthan

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HWC Odisha Beharmal

HWC Odisha Beharmal

HWC Odisha Beharmal

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HWC at Mizoram

HWC at Mizoram

HWC at Mizoram

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HWC at Bhirpur

HWC at Bhirpur

HWC at Bhirpur

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Health and wellness Centre in Rajasthan with patterns derived from a local art form

Health and wellness Centre in Rajasthan with patterns derived from a local art form

Health and wellness Centre in Rajasthan with patterns derived from a local art form

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HWC Nagaland Seikhazou Kohima

HWC Nagaland Seikhazou Kohima

HWC Nagaland Seikhazou Kohima

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EMAIL

For business queries
mail us at info@lopezdesign.com

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mail us at careers@lopezdesign.com

ADDRESS

Lopez Design Pvt. Ltd.
B - 558, Sushant Lok Phase 1,
Gurugram, Harayana - 122022

CALL
0124-4921810, 4923148

 

 

ADDRESS

Lopez Design Pvt. Ltd.
B - 558, Sushant Lok Phase 1,
Gurugram, Harayana - 122022

CALL
0124-4921810, 4923148

 

 

ADDRESS

Lopez Design Pvt. Ltd.
B - 558, Sushant Lok Phase 1,
Gurugram, Harayana - 122022

CALL
0124-4921810, 4923148

 

STUDIO TIMINGS

10AM - 7PM
Monday - Friday



STUDIO TIMINGS

10AM - 7PM
Monday - Friday