Scaling a Local Clinic Into a Trusted Healthcare Brand

Industry

Healthcare

Client

Candor IVF

The Problem

Candor IVF is a respected fertility hospital in Surat but looked like a small local clinic. As they prepared to expand with 11 new centers, I noticed several problems:

Teams interpreted the brand’s values differently.
The logo and visuals weren’t scalable for signage, uniforms, or embroidery.
Campaigns lacked trackability, making marketing spend hard to justify.

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.

My Approach

I began with a two-week immersion inside the hospital, speaking to everyone from the security guard to the founders. This helped me experience the brand from every perspective and spot the gaps in consistency and perception.

From there, I focused on building a cohesive identity system that would scale with their growth.

Key design moves I made:

Logo refresh: simplified the sharp, fragile symbol into a cleaner, scalable mark.
Typography: chose Hind Vadodara so English and Gujarati communication felt consistent.
Color palette: modernized and expanded it to bring vibrancy across 60+ touchpoints.
Guidelines: set up practical standards for vendors so outputs like signage, uniforms, and print stayed consistent.

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Solutions in Action

To make the brand real at every level, I worked on:

Uniform & accessories system: redesigned for embroidery-friendly application.
Signage & wayfinding: created scalable signboards, from highway-sized to local identifiers.
Billboard campaign system: designed modular layouts that worked across seven sizes.
Trackable campaigns: introduced a unique phone number so the hospital could finally measure billboard ROI.
Service design interventions: suggested patient-first touches like offering water/juice by default and screening the hospital’s own Gujarati YouTube videos in waiting areas to reduce anxiety and spark more informed doctor–patient conversations.

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The Impact

By the end of the project:

The hospital had a unified brand voice that staff across levels could align with.
The refreshed identity scaled consistently across Gujarat centers.
For the first time, campaign ROI was measurable through trackable calls.
Patients felt more cared for, thanks to small but meaningful experience interventions.

Candor IVF shifted from being seen as a local hospital to a trusted, expanding healthcare brand ready for national scale.

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Team

Harsh Sodi
Urmila Devnani