The Brief – To design an identity for a maternity hospital in Hyderabad. A birthplace is about birth at many levels. The birth of a child in turn gives life to many, myriad relationships - the birth of a Mother, of a Father, of hope, of new beginnings, of an all new journey; among other 'births.’ A simple, fluid, letter B features a line that connects the outer protuberance of the letter to the blossoming heart inside representing the life growing within. A delicate symbolism of the deepest, strongest bond on earth – that of mother and child connected by the nurturing Umbilical cord. The identity in some explorations indicates the progression of the baby over 9 months in the gradual blossoming of the heart motif in size till birth, when it is no longer within its Letter B womb, but outside: a living, breathing entity.

1. THE BIRTHPLACE
BRANDING A MATERNITY HOSPITAL
DESIGN PRESENTATION | nehatulsian.com

2. THE BRIEF
The Birthplace should not be
branded as a hospital as our lady is
not suffering from any diseases, its
just a new phase in her life, her
transformation to motherhood. So
the hospital set-up should change.
The lady should feel at home.

3. BRANDING AN
UNFORGETTABLE
MOMENT.

4. In the healthcare industry, brands are chosen by
patients on trust. People consult their friends,
colleagues and family members before choosing a
particular doctor. There is no rational spreadsheet or
framework available. That being so, it all boils down
to trust.Word of mouth is the most important tool.
So brands are nothing but a symbol of the trust which
symbolizes assurance, consistency and tells you
what to expect.

5. TRUST = R+D
RELIABILITY DELIGHT

6. HOW CAN WE BUILD RELIABILITY?
• Successful deliveries
• Not forcing C-section
• Genuine care for the to be mother
• International Birthing Facilities
• Educating the lady about pregnancy
• Credible and known doctors

7. HOW CAN WE DELIGHT OUR GUEST?
• Library in the Hospital.
• Provide the comfort of her house in the hospital
• Love and support by the staff
• Post delivery - Decorate the room, champagne etc for guests.
• Brand the clothes of the child with mom and dads name.
• Bedside Photo-frame
• Choice of her food & drinks. Personal Attention from the chef
• Family warmth and support by staff-members
• Customized pillow and bedcovers with family pictures
• Surprise her. If possible a baby shower in the 7th month
• Gifts for her. Connect with the patient emotionally

8. HARNESS THE POWER OF SOCIAL MEDIA
TO ANNOUNCE “BIRTHS”?
• Kiosks in the hospital to access face-book, twitter etc.
• Customized Badges to share with friends and family
• Family Tree smart phone apps.
• Upload videos and notes from the mother
• Online baby book by the hospital

9. LOVE AND MOTHERHOOD
'MOTHERHOOD: ALL LOVE BEGINS AND ENDS
THERE.' ~ ROBERT BROWNING
THE MOST POWERFUL
EMOTION IN LIFE MAY
BE THE LOVE OF A MOTHER
FOR HER CHILD.
A MOTHER UNDERSTANDS WHAT A CHILD
DOES NOT SAY.- JEWISH PROVERB

10. HOWEVER CLICHE’
IT MAY SOUND

11. There is nothing which
can explain a mothers
love for a child.Love is
the strongest emotion
associated with
motherhood. It happens
intuitively and naturally.

12. BRAND IDENTITY
The logo explores the deepest bonds between the
mother and the child, the bond of love. Umbilical Cord
is the only means of connection between the maternal
body and the child. This amazing link provides
nourishment to the growing child inside womb of the
mother and it is a natural and an enormous way
in which the mother gives her own being to the baby.
So the umbilical cord can be regarded as the flow of life.

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22. Dynamic Brand Identity
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37. Sign-ages and way-finding
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39. Sign-ages examples - For the architect
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43. Registration card back
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48. of new dreams
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49. BIRTHPLACE OF RULES & REGULATIONS | BRAND GUIDELINES
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50. A COMPARISON

51. THANK YOU
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