Branding for Longevity
in a land of diversityBrand Identity System
Commissioned by UNICEF on behalf of the Government of India, our branding program for the Government’s Ayushman Bharat program aimed to come out with an identity that would embrace India’s diversity. Our approach reflects the intent of the Ayushman Bharat program, which advocates “a powerful, people-centric and humanistic branding at the grassroots level.” Ayushman means ‘longeval’ and this thought is central to the branding – living long and living well. Creating a common foundation, we visualized a dynamic system with adaptable graphics to respond to every community’s comfort zone.
A comprehensive program for health and wellness
The Government of India’s Ayushman Bharat Health and Wellness Scheme (HWC) aims to provide a range of health and wellness services to 1.5 lakh local Primary Health Centers. These will be transformed to Health and Wellness Centers providing comprehensive health care to local communities with their wellbeing as priority. To disseminate their services optimally, the centers must be accessible and appealing, providing a sense of comfort and belonging to the people of the region.
First model centre at Jangla in Chattisgarh
India is a country of diverse regions, peoples and languages – the 7th largest in the world by area with 22 official languages and 1652 dialects and a population of 1,354,051,854 across 650,244 villages and over 300 cities. We have recognized our diversity with nationalistic pride right from our national anthem and celebrate the concept of ‘Unity in diversity.’ Yet, governing bodies are faced with the challenge of reaching out to vastly different regions where local beliefs and practices influence every community’s outlook. Whether encouraging people to practice good health and clean environments or use toilets, getting common acceptance from communities has been the toughest thing to overcome.
The modular system allows the patterns and illustrations to wrap around the doors and windows of the centers.
The design takes shape with illustrations that evolve from local arts and crafts, responding to regional influences and patterns.
Anthony Lopez notes, “India is vast, diverse and a highly populated country. Its problems are complex and unique to itself. The diverse, but distinct branding of health and wellness centres brings the services closer to the people it is meant to serve.”
Anthony Lopez, founder of Lopez Design is enthusiastic about the process and the outcome. “It is exciting when you get this inert understanding of complex problems in branding and make it part of your brief. The solutions which emerge are not only genuine but authentic addressing an issue pertinent to the times we are in. 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 illustrations were devised with the aim to communicate at the grassroots level ensuring the message is direct without any language barrier
We looked to the circle, the most powerful natural and universal form, the form of the earth, the moon and the sun. We looked at the shape that reflects the idea of manmade – the square, which is also the differentiator. Our branding ties the square and the circle to create a simplistic language that can be applied across the centres.
The graphic elements would be projected on the façade of the Centres. Here, we visualized the square as the windows of buildings tying it to the circular symbol, making what could be an abstract concept into an experiential one.
Anthony elucidates, “Making health centres less intimidating by making them part of the local culture, it showcases how to respect diversity in 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 the craft and provide income to the local craftsman.This exemplary idea will generate great public interest to the initiative, giving it traction and momentum — making it a people’s movement .”
“Every moment spent working on this project got us closer to the rich arts and crafts culture of India. The age old methods of bringing life through forms and colours has been getting lost by our choosing quick and easy methods. 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, adding, “It was a great pleasure to finally see our designs on the building facade.”
The artwork is designed for easy adaptation across different layouts of the HWCs
Work in progress, painting of the HWC at Jangla
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
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”.”
Previously, branding dominated people to conform with a vision. With increased choice, the millennial temperament is about giving power to people, to make them own the brand, so we all become influencers and grow the brand. This unique approach to branding has evolved for Indian soil. A brand that binds us as one people, yet allows each community its own distinctive space is a first-time solution. “Each region of India has its distinct culture, language and craft. It is important that we respect these indigenous cultures, use them as tools to bring people closer to the initiatives of the government by making them less intimidating and approachable” reminds Anthony. “This is an example of 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.”
Health center at Jangla, Chhattisgarh, during security preparations for the Inauguration by PM Modi
Prime Minister of India, Shri Narendra Modi inaugurates the Health and wellness Centre at Jangla, Chhattisgarh
Health and wellness Centre at Haldi, Uttarakhand has patterns similar to Jangla from clay 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
Health and wellness Centre at Dhanas, a village in Chandigarh, with patterns inspired by Phulkari
Sub centres in Badhuana district, Allahabad, where the pattern is derived from Kohbar craft
Sub centres in Shringverpur, Allahabad, with patterns derived from Kohbar craft
Health and wellness Centre at Telangana with floral scroll patterns
Health and wellness Centre at Daudnagar, Aurangabad with traditional leaf patterns
Health and wellness Centre in Rajasthan with patterns derived from a local art form