Scaling a Local Clinic Into a Scalable Healthcare Brand
Industry
Healthcare
Healthcare
Client
Candor IVF
Candor IVF
The Problem
Candor IVF was a well-known fertility hospital in Surat but was seen only as a local clinic. The founders had plans to expand across Gujarat with 11 new centers, but their brand wasn’t ready to support that growth.
Different departments had their own version of what the brand stood for. The visual identity wasn’t scalable, the logo caused issues in real production, and marketing efforts were running without any trackability.
I was brought in to help Candor move from a fragmented local presence to a unified, scalable, and trusted healthcare brand.
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.
The Approach
To understand the brand from inside, I spent two weeks working out of the hospital. I spoke to everyone — from security staff and nurses to the doctors who also served as CXOs. This helped me understand where the brand was breaking down and what patients and staff truly felt about it.
The goal was to create a system that connected the internal narrative with the external image, and that could scale easily as the hospital grew.
I began with the core identity and design system:
Logo refresh: Simplified the existing symbol to make it more scalable and production-friendly.
Typography: Introduced Hind Vadodara to maintain visual consistency between Gujarati and English communication.
Color palette: Modernized the brand colors for better contrast and vibrancy while staying professional.
Brand guidelines: Created vendor-ready standards to ensure visual consistency across all centers and print vendors.
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Solutions in Action
Fixing Real-World Issues
The previous logo had sharp edges that broke on acrylic signage and couldn’t be embroidered on uniforms. Every vendor had to modify it slightly, which led to inconsistency. I refined the symbol to keep its essence while making it scalable and durable across materials — from metal signage to printed stationery.
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Building Visual Consistency Across 60+ Touchpoints
I designed a complete identity system across uniforms, ID cards, signboards, accessories, stationery, and merchandise. Each was standardized through clear file formats, production specs, and color references so vendors could replicate it without guesswork.
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Introducing Measurable Marketing
Candor was about to launch a 150-board campaign across Surat. Their earlier campaigns had no way to measure leads. I proposed using a dedicated phone number for all outdoor creatives. This gave them a simple but effective way to track how many inquiries came from billboards for the first time.
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Improving the Waiting Experience
I studied the entire patient journey from entry to consultation and found small moments that could improve perception and comfort.
Patients were offered water or juice by default as a gesture of care.
The hospital’s own Gujarati YouTube videos replaced TV serials in the waiting area, helping patients learn and feel reassured before meeting doctors.
These service design touches made the physical experience match the warmth and trust the brand aimed to communicate.
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The Outcome
After implementation, the brand finally looked and felt consistent across centers. Internal teams began using the same visual language, and vendors could produce material without repeated corrections.
The outdoor campaign introduced a measurable call-to-action system that the marketing team could rely on. Patients reported a noticeably more welcoming and informed waiting experience.
Candor IVF evolved from being seen as a small local clinic to being recognized as a trusted, expanding healthcare brand with a unified identity and patient-first experience.
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Team
Harsh Sodi
Urmila Devnani