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A medical app bringing care, comfort and convenience to your doorstep. Here is a peek behind the magician’s curtain to understand the design elements and the effort that went into creating the Cloudnine Mobile application by Redd Experience Design.

Medical App by Redd Experience Design
Medical App by Redd Experience Design

Who are they?

Specialising in maternity, child care and fertility, Cloudnine Hospitals is one of the nation’s largest single-speciality hospitals. Founded in the year 2007, the hospital caters to mothers’ and children’s needs, offering tailor-made services to ease and celebrate the journey of motherhood.

Medical App by Redd Experience Design

The Goal

The journey to motherhood is as beautiful as it is tedious. This joyous journey can sometimes get overwhelming, especially with the number of appointments, scans, and doctor visits. Hospitals are an integral part of childbirth and pregnancy. Hence, the experience must be as seamless and easy as possible for expecting mothers. It is the objective that motivated the design for the Cloudnine medical app. The mobile application is designed to serve as a single interface for the entire hospital.

Challenges

A single app to cater to the needs of patients, doctors and administrative staff alike can be quite a challenge. One must understand the issues faced by these separate factions and offer a single solution to eliminate all the troubles while also appealing to the aesthetic sense. It is imperative that the app eradicate existing problems and address the needs and ease the doctor’s visits as much as possible for all parties involved. The issues commonly faced by patients, including booking appointments, keeping up with doctor’s recommendations, procuring medicines, and maintaining medical reports, must be addressed, keeping in mind the patients’ sensitive nature.

The Process

To design the most optimal app, a thorough study of the subjects and market research is crucial. After several interviews with patients, doctors and staff, the problems were identified and listed. Some of the most common and troublesome issues were appointment bookings, long waiting hours, means to reach out to doctors in case of emergencies, maintenance of medical records, and the number of staff one must navigate before the check-up. The solution for most of these issues lies in reducing middlemen between the doctor and patient. While this is a medical app, it must exude an aura of calm and elegance even as it reflects the vibrance of motherhood; the font, colour palette and style were designed to achieve this.

The Final Design

To decrease the time spent at the hospital, the app provides several services such as valet, status in the queues, among many others. The appointment booking is especially beneficial and hassle-free. Instead of allotting an exact time for appointments, one book a time slot and their status in the queue is designated based on their arrival at the hospital. The app also provides options to chat with the doctors and jot down questions prior to consultation, which can directly be accessed by the doctor during the check-up, a detailed consultation card with the doctor’s recommendations, and an organised slot for the medical reports of the patient for easy access. This medical app goes one step further and offers various communities and groups where expecting parents can socialise. It also supports multiple account holders so that the partners can also access the app.

Impact

This app has successfully reduced the waiting time from three hours to one hour while also reducing the number of steps in the registration and appointment process. Since the number of middlemen involved has diminished, the process has become hassle-free. This being a medical app suite can be accessed by everyone, from top administrative officials to valets, thus seamlessly weaving the hospital’s entire working.

Medical App by Redd Experience Design
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Due to jewellery’s uniqueness and exclusiveness, it has been one of the most significant luxury assets throughout history. Landor & FITCH and Renaissance Global have collaborated to celebrate the relationship between women and jewellery, making the possession of fine jewellery special for modern women. Take a glance at their journey of creating a branding for Irasva’s exceptionally suave ambience.

Branding of Irasva
Branding of Irasva

About the Client

Renaissance Global has been operating in the jewellery industry for more than two decades and has designed incredible jewellery for marquee clients all over the world. They are venturing all over the globe and are the key suppliers of the majority of jewellery retailers including Irasva. The founder of Irasva Leshna Shah is truly devoted to designing and creates jewellery to perfection. Her collections have fine jewellery pieces designed and crafted by expert artisans.

Branding of Irasva


Branding of Irasva

Working on the Logo

Landor & FITCH have questioned everything in an ordinary jewellery store and reimagined its entire landscape. The brand name chosen to represent this idea was ‘Irasva’ which was the union of two words ‘enjoyment’ and ‘self’ in Hindi. The logo consists of the ‘S’ as an infinity sign which signifies the endless opportunities and ambitions of modern-day women aiming to create a branding that is sharper, culturally exciting, minimalistic and has a global design aesthetic.

Branding of Irasva

Eloquence of Uniqueness

The colour theme used by the brand is quite wicked. Pink and blue are fairly unambiguous colours that sit on the opposite side of the strong and delicate spectrum. These hues are commonly associated with women and men respectively. Irasva conscientiously uses these colours to break gender stereotypes. The intricate work on the details; from the wrapping paper to the small diamonds on the logo has all contributed to creating the comprehensive visual identity system of the brand. Landor has aimed to create visuals that would maintain Irasva’s essence but still make it look recherche. The pictures successfully convey this with jewellery floating, rising and shining portraying the brand as free-spirited.



Branding of Irasva

Seeing the Immortal Muse

In the process of designing Irasva for retail glory, Landor kept in mind to offer a warm welcoming and comfortable environment for the customer where they can walk, analysing and explore the jewellery and find the one which connects with them the most with ease. The store consists of gifting sections, a boudoir, café, dressing area and a designer’s favourite section. Everything from the displays to the usual jewellery store map was reimagined focusing on more than just the customer making a purchase.

Branding of Irasva
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Branding for an expansion can be challenging in the shadow of an established legacy. However, the solution may exist with the slightest reminder of its roots while allowing modern values to take hold.

BITSoM Branding by VGC

The Education Sector’s Elite

Backed by the Aditya Birla Group, the Birla Institute of Technology and Science (BITS) is a private university known for its high standard of education in science, engineering and research. Expanding the scope of their model into business education, BITSoM (BITS School of Management) aims to offer a two-year program at par with the leading business schools in the world.

The Gauntlet

Vyas Giannetti Creative (VGC) was tasked with developing a brand identity that needed to carefully tread the line of developing modern branding while not losing its identity into the parent establishment. The agency facilitated strategic positioning, brand identity, communication tone and voice, and digital marketing.

BITSoM Branding by VGC

Positioning and Identity

According to VGC, their research exercise went beyond regular market and competition analysis and involved speaking to students, faculty, recruiters and exam administering bodies from all over the world. The study helped ascertain the ideal position to attract contemporary students – a preference for branding inspired by heritage but made room for modern values.

BITSoM Branding by VGC

The resulting identity is an inspiring combination of symbolism and herald-style elements akin to a kingdom banner or a family crest from medieval times.

BITSoM Branding by VGC

VGC’s choice of symbols for BITSoM are “the Tiger – representative of India, leadership, agility & vision, and the Sun – representative of new beginnings, a fresh approach, the origin & energy. The brand identity collectively represents BITSoM’s origins, its global outlook, future-focus and emphasis on moulding next-gen leaders for a new age world.”

BITSoM Branding by VGC

Viewed as a case study, the branding does an admirable job to instil the ivy-league look and feel associated with many top-tier schools without falling into the rut of a bland or overly conventional style. The rich colour palettes combined with the playful abstract motifs, which are distilled from the main logo, augment regular (and often buzz word heavy) signage resulting in what we are sure will be a pleasant campus experience.

BITSoM Branding by VGC

The balance of classic and abstract is particularly noticeable in their concepts for stationery and accessories. The motifs play their part to keep the personal items visually engaging. Any potentially outward-facing, like letters, a briefcase or a lapel pin, maintains a bold yet elegant statement that spells professional.

BITSoM Branding by VGC

Communication and Design

For their launch campaign, VGC aimed to help BITSoM develop a unique voice in the education sector during the process of highlighting their USPs. These campaigns used both digital and traditional media to deploy any relevant communication.

BITSoM Branding by VGC

Due to the advantage of a striking brand identity, it would be difficult to miss any promotional material. Still, there seems to be a heavy reliance on specific tropes associated with business and finance. While still relevant and effective, one could argue that an opportunity to break new ground has been missed.



The sans-serif typefaces from the logo are replaced with classic newspaper style serif fonts for call outs and headings that highlight the regular fare of motivational and professional statements. While these may still be conceptual, the voice of communication currently stays on the safe path of a call to action for the agile, hungry, change-making leaders of tomorrow.

The double-exposure photography used is an engaging visual element but tends to feature the same corporate aligned themes that exist even in related sectors, thereby functioning only as a “set piece” instead of an extension to the BITSoM style. One creative, showcasing a typical day at the institute, uses an illustration that feels more relevant to the content in a playful way. However, would a custom series of illustrations or images based on the brand identity have helped establish a unique look? Potentially.

There is no doubt that the prestige of the BITS brand and VGC’s contribution to its new identity will help BITSoM stand out in a crowd. For a sector inundated with very rigid ideals, this creative development process has resulted in a fresh and striking look.

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Brand Identity is ‘how’ a business wants to be perceived by customers, it’s constructed by the brand itself. It’s combined message transmitted through the brand name, logo, style and visuals. It utilises creative strategy to build a memorable and positive brand experience online and offline. Here, we have collected few branding case studies which are done in recent times; take a peek.

01. Health Sutra Brand Identity Case Study

 

The brand identity was done by Elephant Design to ensure ancient Indian millets could make a comeback into the market in its raw, authentic and unprocessed form.

 

Branding - Brand Identity Design Case Study by Elephant Design

 

More details on Case study


02. Brand Identity of Godrej Jersey

 

The outdated brand identity of Jersey was redone by NH1 Design to communicate a contemporary and modern brand image to its audience.

 

Branding - Brand Identity Design Case Study of Godrej Jersey by NH1 Design

 

Branding - Brand Identity Design Case Study of Godrej Jersey by NH1 Design

 

The complete Case study


03. Brands Evolving with their Consumers

 

Every brand starts with keeping consumer needs in the mind but with time many lose that connection. The Branding & Design agency, Design Stack has been helping many significant brands to resonate with their evolving consumers and in the process, they are creating exquisite brands. Here we are showcasing a few of their recent projects!

 

Branding Case Studies by Design Stack

 

Branding - Brand Identity Design Case Study by Design Stack

 

More details here


04. People Buy Stories and Experiences!

 

People don’t buy products or logos, they buy stories, they buy experiences. Believing this, NH1 Design, an integrated branding consultancy has always kept its focus on making a brand more lovable. Here are some of the recently created stories and experiences have been presented.

 

Branding Design Case Study by NH1 Design

 

Branding Case Studies by NH1 Design

 

The detailed Case study


05. Clario – Humanising and Simplifying the Cyber-Security

 

Recently everything has shifted to online from shopping, to work, to manage money and because of this the risks to our digital security and safety have increased exponentially. To make digital lives less risky and more secure, Conran Design Group, UK, has brought to life an entirely new visual and verbal identity ‘Clario’ that humanises, personalises and simplifies cybersecurity. Here we understand how they made it a success.

 

Clario Branding - Brand Identity Design Case Study

 

The detailed Case study

06. Brand Identity for Linen Club

 

Linen Club is one of the top manufacturers producing pure linen fabric for over six decades. This pioneering brand has over 200 exclusive stores, more than 7000 multi-brand outlets, making them India’s leading linen brand. They approached VGC to help the brand expand their offering across the both fashion as well as lifestyle. VGC designed a new brand identity for them, let’s have a look!

 

Branding - Brand Identity Design Case Study by NH1

 

Branding Design Case Study by NH1

 

A detailed Case study here


07. Visual Identity for a Contemporary Sweet Brand!

 

Rusbury is a great example of how to brand a sweet and savouries store in today’s contemporary times. Sukkrish AADDS, a Bangalore based creative agency founded by Shreesh Shankar, gives an interesting twist to the branding (visual identity).

 

 

Branding - Brand Identity Design Case Study

 

The complete Case study


08. Branding The Original Mumabaiya Vada Pav

 

NH1 Design takes us through its approach behind freshly branding a local Indian street food outlet while ensuring that it retains an identity credible of being authentic, fun, young and affordable.

 

Branding - Brand Identity Design Case Study by NH1 - Vada Pav

 

Branding - Brand Identity Design Case Study by NH1 - Vada Pav

The complete Case study


09. Visual Identity for UpGrad

 

A Visual Identity is not just about aesthetics and appearance. It’s about communicating brand ethos with flair, and Design Stack does just that for upGrad.

 

Branding - Brand Identity Design Case Study

 

UpGrad Branding - Brand Identity Design Case Study - Business Card

 

More details on Case study


10. ‘Big is What Big Does’ Campaign for Aditya Birla Group

 

Strategic Design & Communication Agency VGC have been Aditya Birla Group’s brand custodians since 1997. The latest campaign, conceptualized and executed by VGC, is the next step in the Aditya Birla Group’s brand journey.

 

Aditya Birla Group

 

Aditya Birla Group

 

The complete Case study here

Every year many exceptional design briefs are being answered with brilliant solutions by many talented designers. Some manage to reach the limelight through awards and other recognitions, but not all. And that is where the ‘DCS-01’ comes into the picture with detailed case studies highlighting the challenges, research, and the unique solutions to each obstacle faced in reaching these final design solutions. An inspiration and a collection of quality design projects created in India recently.

 

So, if you are creative freelancer, agency, studio, corporate or a design student, who needs inspiration and want to know the process of making great designs, then this is a must-have book for your collection. Order it today to reserve a copy of this limited stock book.

Related Rebranding Case Studies Articles:

10 Inspiring Rebranding Case Studies
What is the Right Time for Rebranding?

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The outdated brand identity of Jersey was redone by NH1 Design to communicate a contemporary and modern brand image to its audience.

Brand Identity of Godrej Jersey by NH1 Design

An Insight into the Journey of Jersey

Jersey is a leading dairy player in Southern India and has been constantly evolving and adding to its portfolio with its diversified range of dairy products. Since it was established in 1986 as Creamline Dairy Products Limited, the company began marketing its products with the name ‘Jersey’ and has carved a niche for itself in the private dairy industry.

Brand Identity of Godrej Jersey by NH1 Design
Brand Identity of Godrej Jersey by NH1 Design

New Collaboration Calls for a New Brand Identity

After the collaboration with Godrej, Jersey needed to revamp its brand identity and ensure that it was fresh as well as familiar. It was found that the branding had become outdated and that Jersey’s competitors had rebranded according to the modernised market. After further research, the team at NH1 Design decided to rebrand the products while staying true to its long-standing heritage and making sure it is appealing to today’s generation.

Brand Identity of Godrej Jersey by NH1 Design

Complex Portfolio Navigation

The team at NH1 Design found that the brand lacked consistent graphic design elements which could lead to deterrence in communicating the brand identity in a simplified manner. To rebrand, a coherent design theme was an essential component of the plan. The consumer brand association with Jersey of over 25 years needed strengthening as the brand loyalty for the product had to be affirmed. Moreover, it was found that collaboration with Godrej had not been effectively communicated and signified as a part of branding. Hence the team decided to leverage the Godrej name during rebranding to become relevant and modern by other dairy competitors.

“The signature cow patches were retained as they had maximum recall value and were redesigned to give the packaging a contemporary look”

Brand Identity of Godrej Jersey by NH1 Design

Godrej Jersey – A Modernised Brand

The brand was given a modern look as this would enable an easy connection with today’s generation. The team started by retaining the iconic cow packaging as it had a high recall value and could be used as a contemporary design which symbolises the modernised consumer mindset. This design solution fits seamlessly for other milk-based products without making them seem alienated. This recognisable pattern was colour coded to simplify brand identity and provided a coherent brand theme.



The logo of the new brand now showed a modern font while the typography and the patch on the pack had been curved to resemble a smiling face. Furthermore, different names indicating clear descriptions for each product were introduced to convey a straightforward message about the product. Cultural products such as ‘doodh peda’ and ‘lassi’ were included to ensure Jersey could be a part of the Indian household during celebrations and festivals. The new design theme reaffirms customer loyalty while continuing the promise of trust and good quality personified by Godrej.

Brand Identity of Godrej Jersey by NH1 Design

Every year many exceptional design briefs are being answered with brilliant solutions by many talented designers. Some manage to reach the limelight through awards and other recognitions, but not all. And that is where the ‘DCS-01’ comes into the picture with detailed case studies highlighting the challenges, research, and the unique solutions to each obstacle faced in reaching these final design solutions. An inspiration and a collection of quality design projects created in India recently.

 

So, if you are creative freelancer, agency, studio, corporate or a design student, who needs inspiration and want to know the process of making great designs, then this is a must-have book for your collection. Order it today to reserve a copy of this limited stock book.

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The brand identity was done by Elephant Design to ensure ancient Indian millets could make a comeback into the market in its raw, authentic and unprocessed form. The millets were highlighted as healthier alternatives that could be used with extreme versatility and fit into the contemporary Indian person’s diet.

The Clients’ Ethos

A venture of Fountainhead Foods, Health Sutra was launched in 2013 to create packaged food with the goodness of millets that can easily be incorporated into the contemporary Indian lifestyle.

Brand Identity by Elephant Design

Launching Health Sutra

As a relatively new player hopping on the healthy food bandwagon, Health Sutra aimed to enter into retail with their range of millet products. The aim was to create awareness on how millets – an Ancient superfood – can be eaten at every meal and customised to suit today’s lifestyle.



Brand Identity by Elephant Design

The Prehistoric Goodness

The humble millet – an ancient superfood, is packed with fibre, keeps us full and is loaded with nutrients beneficial to the human body. Health Sutra saw a market for millets in the health-conscious shopper that would be aware of the benefits of the millets and choose this over the heavily processed grains available in the market.

Unbeatable Versatility

The modern Indian mother, when it comes to breakfast, likes relying on less-processed options. She is also familiar with Jowar, ragi, and Bajra, but doesn’t always connect them to basic food preparations like Poha, idlis and so on. This proved to be a challenge as even though most Indians are aware of millets and its benefits, but are unable to incorporate them as a part of regular meals. The team at Health Sutra had to come up with a wide variety of options that could be used for breakfast, lunch or dinner and even snacking. Another thing to be kept in mind was that it had to be tailored to fit into the contemporary Indian diet with ease.

Enabling Pickup Potential

Different colours were used to code different types of millets for establishing a brand identity and enabling easy identification. The pickup potential of the product was crucial due to its nature which led to the creation of innovative products such as Jowar idly mix and Ragi flakes/Jowar flakes to be consumed as breakfast cereal instead of its sugary, processed counterparts available in the market. This outlined both, the versatility of millets and the variety of ways in which millets could be prepared by the consumer to suit the modern Indian diet on an everyday basis.

Brand Identity by Elephant Design

Mixing the Tradition with Modern

The role of branding was to highlight the edge of the product which it has over its counterparts and also establishing a brand identity that showed a blend of traditional goodness on the modern breakfast table. Several purpose-driven design elements were added to depict farm freshness and authenticity.

 

Custom illustrations with different colour palettes were added to signify and personalise each variant. For example, the breakfast bowl and the sun were used to convey the purpose of the product in a simple non-textual manner. And to highlight the raw and unprocessed nature of the product, a transparent window was created to show customers what exactly they were getting. Additionally, the tagline ‘Millets of India’ was added to highlight its authentic source.

Brand Identity by Elephant Design

Every year many exceptional design briefs are being answered with brilliant solutions by many talented designers. Some manage to reach the limelight through awards and other recognitions, but not all. And that is where the ‘DCS-01’ comes into the picture with detailed case studies highlighting the challenges, research, and the unique solutions to each obstacle faced in reaching these final design solutions. An inspiration and a collection of quality design projects created in India recently.

 

So, if you are creative freelancer, agency, studio, corporate or a design student, who needs inspiration and want to know the process of making great designs, then this is a must-have book for your collection. Order it today to reserve a copy of this limited stock book.

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Recently everything has shifted to online from shopping, to work, to manage money and because of this the risks to our digital security and safety have increased exponentially. To make digital lives less risky and more secure, Conran Design Group, UK, has brought to life an entirely new visual and verbal identity ‘Clario’ that humanises, personalises and simplifies cybersecurity. Here we understand how they made it a success.

Clario Visual Identity

The Project Brief

‘Clario’ approached Conran Design Group to bring a fresh perspective to humanizing, personalising, and simplifying the cybersecurity industry through re-branding. Conran needs to develop the company’s core brand message, bringing a fresh sense of approachability to the subject of cybersecurity and create a visual and verbal identity for the brand that brings humanity to the consumer interaction. Translate this through to the product interface design to create an industry-changing user experience.

Clario Visual Identity

The Challenges

The main challenge was combating cybersecurity’s reputation for being complicated, impersonal and fear-inducing. Conran had to deconstruct those preconceived notions of anxiety and complexity through branding and design. One specific challenge was naming the brand in an oversaturated market. Conran needed a name that exemplified the originality of the brand’s new approach to cybersecurity tech. They landed on Clario to signal the clear and intuitive nature of the brand’s offering.



The Solution

Conran found that through designing more informal and intuitive product interfaces and incorporating more people-centred photography, consumers were challenged to think beyond utility to get to the personal nature of cybersecurity needs. Clario’s logo is open and approachable, with an informal tone playfully communicating human connectivity through typeface, colour palette, and design. The branding is anchored by an increased focus on direct and down-to-earth use of language, dispensing with security jargon, and returning the focus to the person on the other side of the software.

Outcome

Clario shaped a new consumer-focused brand identity and experience, offering their customers a bold and human-centric alternative that reduces anxiety and returns digital control to them for good. Clario actively reinvented the role of a cybersecurity company, challenging the notion that tech must be complicated and thus alienate consumers from their Internet safety plan. Instead, Clairo personally guides their customers to manage and maintain their technological autonomy, all with the help of a human-centred design approach.