Hosted by BW Business World, the award ceremony’s theme for its 2021 edition was centred on the role design plays in the effort towards creating a sustainable future.
The approach taken by Lopez in the campaign was to apply unorthodox means that challenged existing ideas rather than follow existing trends with a sheep mentality. This paid off in uniformly providing a refreshed and renewed makeover to the various health and wellness centres spread across rural India, the objective.
The design outfit actualised this idea by choosing a way that is not only universally fundamental but also sincere at the very core of land as diverse as India — ‘Unity in diversity.’ Likewise, the process of materialising the design organically involved the craftsmanship of rural craftsmen in the campaign’s effort to bring about an expression of regional culture. This created the scope and opportunity to give locals of the land a sense of delight in witnessing their roots get manifest and recognised on a larger platform.
With over 1.5 lakh health centres across India, the Ayushman Bharat program is widespread across the nation. The branding campaign thus based on diversity and rooted in simplicity displays the effective role design can play in successfully helping create a sustainable system on such a large scale.