Client: Pristyn Care
Requirements: Rebranding, Positioning and Communication
Pristyn Care is a healthcare start-up for elective surgeries which works on an asset-light business model with a thriving ecosystem of 250 hospitals and 80 clinics spread across 17 cities. Their vision is to provide patient-centric healthcare services through every step of one’s journey - from diagnosis to recovery. Pristyn Care goes the extra mile to ensure that each and every one of these experiences is hassle-free and care-filled.
NH1’s task was to rebrand and position Pristyn Care as an ecosystem that facilitates elective surgeries, designed to be hasslefree and care-filled through every step of the patient journey.
The new identity had to
1. Position Pristyn Care as an ecosystem designed to be hassle-free throughout every step of the patient journey.
2. Highlight the brand’s core offering – elective day-care surgery.
3. Remove the fear of short-stay surgery.
“Because we don't want you to play the waiting game”
Day-care Surgery is minimally invasive in nature, with patients typically having surgery in the morning and being discharged within 24 hours.
A patient can be admitted easily in the morning, have surgery, and be discharged in the evening. The brand's core offering - elective day-care surgery - inspired the identity. Each quadrant of the brand identity represents the time of day and how quickly a patient can return to life
The design language and communication were consistent with the brand strategy #SimplifyingSurgeryExperience, which was mapped across various touch points throughout the patient journey. They demystified and simplified it for the everyday Indian. This included elements such as follow-up cards so that short-stay surgeries don't feel like one-night stands.
Each quadrant of the brand identity represents the time of day and how quickly a patient can return to life, and the logo quadrants extend to define the design language for Pristyn Care. Different quadrant proportions could be used to create various communication pieces. The signage system was designed for either a single or multi-specialty clinic.
A set of illustration was added to the brand's visual assets that could be leveraged along the patient journey.
