India is a globe in itself with a population of almost 1.4 billion, it is important to create experiences that belong to us. Design is about people and the Government is the largest client in context to the impact it creates – it is an opportunity to design for millions. Taking on a Government project replaces the notion that design is for an elitist audience with the idea of design being for the masses.
Government projects involve tedious processes - right from extensive documentation to verification of credentials and adherence to formal guidelines. Nevertheless, this struggle needs to be done to get recognition from the Government - that good design is important and can make a difference.
Studio Lopez Designs' first major project was identity and branding, communication collaterals, website design, social media and signage for Bihar Museum, with biggest challenges being dealing with the bureaucracy at the administrative level and getting payments and approvals sanctioned. Patience and persistence are the secrets to move forward in such kinds of projects.
A client picks Lopez Design recognising the potential and brand value. Equally, we take the initiative to bid for Government projects as the prospect of designing for a larger audience outweighs the tedium of administrative processes and other risks. Because of our rigorous and thorough design process, we usually get it right the first time, rarely facing opposition, in spite of going through the many levels of authority.
Under the umbrella of UNICEF, we were commissioned to do the branding of the Health and Wellness Centers of the Ayushman Bharat program.
We have garnered achievements largely by pushing boundaries and rising against the stereotypical application of design. Making the design, region, and nation-specific and addressing the character, language, and behaviour, imparting an authentic feel to the design.
In Ayushman Bharat, the branding program was about painting the walls of 1.5 lakh local primary health care centres. Creating a national brand and yet a local brand was an achievement by which each HWC has its own unique character. By allowing people the creative power in execution, they became catalysts in the design process.
Sometimes following standard design practice and providing all specifications falls flat. In the Ayushman Bharat project, created a system with an element of creativity: a simple brand manual with 3 to 4 steps to bring a level of consistency and giving ownership to people at the ground level. This worked wonders and yielded beautiful results. People took responsibility and delivered within the time period. Leaving implementation to the people was a bold and necessary step, but was successful.
These projects outshine many corporate projects because of their scale and reach. It was a moment to take pride in our design process as it is making a difference to the nation.