Our strategic positioning for the brand was inspired by our research, and we mapped our brand thinking to memories of care by parents and family, who constantly inculcated the habit of eating right, exercising and yoga or self-care. This firm, devoted and conscientious care by our families, or Tough Love inspired the positioning of Hinduja HealthFirst, Guardians of Care.
The preventive healthcare methodology itself is based on patient screening and tests. We used the metaphor of the screen as a graphic motif and created the entire way finding and signage system based on this motif. Our scope extended to the environment graphics which took on the persona of devoted care.