Scaling a Fertility Brand from Local to National
Industry
Healthcare
Healthcare
Client
Candor IVF
Candor IVF
Candor IVF started as a well-known fertility hospital in Surat, Gujarat. Locals trusted them, but their brand image was stuck in “small, local clinic” mode. The founders had bigger ambitions: expand across Gujarat with 11 new centers, and eventually grow into other Indian cities.
The problem? Their brand felt fragmented. Different teams interpreted the brand values differently, and visually the identity wasn’t built for scale. For expansion, they needed a unified story and a system that worked across every touchpoint.
In a cluttered yet highly unpredictive and untrusted space of healthcare lies Candor IVF. Formerly known as Radha Hospital and IVF Center - the founding team built the business into a roaring success with their hospitality, trusted expertise, track record of succesful deliveries as well as NABL accredation. We were briefed to take the vision of reinventing the brand and building systems that shape the future of the hospital with a brand refresh that was to come with the renaming of Radha to Candor IVF - a modern and national approach that appeals to users of various cultures and detaches the past to transition into the future.
Immersing in the Hospital Experience
Image suggestion: Miro board with customer journey mapping (reference from proposal)
Deep dive research was critical: two weeks living and experiencing the hospital.
Spoke with everyone from the watchman to the doctors to CXOs.
Understood pain points across staff, operations, and patients.
Identified that while the hospital cared deeply, the brand voice wasn’t consistent.
The goal was clear: create a cohesive identity that everyone could align with, from employees to patients, and build a scalable system for growth.
In a cluttered yet highly unpredictive and untrusted space of healthcare lies Candor IVF. Formerly known as Radha Hospital and IVF Center - the founding team built the business into a roaring success with their hospitality, trusted expertise, track record of succesful deliveries as well as NABL accredation. We were briefed to take the vision of reinventing the brand and building systems that shape the future of the hospital with a brand refresh that was to come with the renaming of Radha to Candor IVF - a modern and national approach that appeals to users of various cultures and detaches the past to transition into the future.
Redesigning the Logo to Scale and Last
Logo: The founders loved their existing symbol, but it wasn’t scalable (sharp edges broke in signage, embroidery failed on uniforms). We reworked it into a simplified, scalable mark that could hold up across 2 cm identity cards to 7-foot signage.
Image suggestion: Why the previous logo was refreshed – Comparison slide
Image suggestion: Logo symbol
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Choosing a Typeface that Speaks Gujarati and English Together
Typography: We picked Hind Vadodara — perfect for Gujarati (their primary audience) and English. This ensured bilingual designs looked consistent everywhere.
Image suggestion: Font choice Gujarati
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Bringing New Energy to the Color Palette
Colors: The old palette was dull and outdated. We modernized it with vibrant contrasts and expanded the set for flexibility across 60+ touchpoints.
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Making Every Touchpoint Consistent and Reliable
We designed for everyday reality, not just decks:
Uniforms, accessories, and IDs — aligned down to embroidery feasibility.
Highway-visible building signage, hospital interiors, reception, and waiting areas.
Vendor guidelines — so whether it was acrylic boards, merchandise, or paint, the outcome stayed consistent.
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Uniform design process (swatches, style) and output (photography on website)
Identity card
Business card
Signage
Sign board
Pharmacy mockups
Ambulance
Letterhead
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Making Outdoor Campaigns Trackable for the First Time
Candor IVF planned a 150+ board outdoor campaign around Surat. Earlier, they had no way to measure effectiveness.
We:
Created a modular system so designs worked across over 7 seven billboard sizes without losing clarity.
Introduced a dedicated phone number just for the billboards — giving them their first measurable ROI on outdoor spends.
Image suggestion: Hoarding key visual
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Turning Hospital Visits into Caring Experiences
Brand isn’t just visuals — it’s the experience. We mapped the patient journey from the entrance to the doctor’s cabin and suggested small but powerful interventions:
Offering water and juice by default to patients (especially expectant mothers).
Playing the hospital’s own Gujarati YouTube educational content in waiting rooms instead of TV serials. This reduced anxiety, answered FAQs, and led to more meaningful conversations with doctors.
Improved wayfinding and staff interaction scripts to make the first impression warm and professional.
Image suggestion: Service interventions – waiting room
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Unifying the Brand Across Teams and Cities
A unified brand voice across staff and communication.
Visual identity that scaled without losing trust.
Trackable campaigns with clearer ROI.
Service experience upgrades that aligned with the new identity.
Candor IVF today projects the confidence of a trusted, expanding healthcare brand — no longer “just a local hospital.” Their website, signage, and overall presence now reflect the maturity of their ambition.
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Team
Harsh Sodi
Urmila Devnani
Harsh Sodi
Urmila Devnani