New brand creation for a 225-bed super speciality hospital in the heart of millennium city Gurgaon.

Client: Panacea Newrise Hospital
Industry: Healthcare
Year: 2010-11
Services: Brand Strategy, Naming, Brand Identity, Branded Environment, Pre Launch Brand Experience, Ambulance Branding, Brand Website, Patient Interaction Collaterals.
In the mid of 2010, the pharmaceutical and biotech giant, Panacea Biotec decided to foray into the healthcare industry. With a long-term vision of establishing a chain of multi-super specialty hospitals, the first of the lot was set to open at a premium location in Gurgaon. The challenge for Brands of Desire was to create a compelling proposition for the brand given the large number of hospitals in Gurgaon.

The branding assignment kicked off with BOD proposing a befitting name and identity for the hospital. In a co-creation exercise with leadership team at Panacea, the name NewRise was finalized. The name NewRise had connotations relevant to both internal stakeholders and external stakeholders. For the holding organization, the hospital symbolized the ‘Rise’ of a new vertical or line of business in one of the most promising sectors of the country. The name was also symbolic of the hospital’s vision to become a revelation in healthcare delivery, customized services and offering human touch in patient care. In order to leverage on the legacy built over three decades, Panacea is added as a prefix to the name to make it Panacea NewRise.

The identity and the tagline – Service beyond conventions is a visual and verbal representation of the genesis discussed above. While Panacea appeared in its original logo colour, a hue of red was chosen for NewRise. Apart from connoting the warmth and the novel approach of the hospital, the red colour is second to none in terms of its relevance to a healthcare institution. The visual language that evolved from the identity – NewRise Bloom – was extensively used across various brand experiences and touch points including the hospital facility, the ambulance, pre-launch marketing collaterals such as brochures, website and many more.

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