Scaling a Fertility Brand from Local to National
In a cluttered and often mistrusted healthcare landscape, Candor IVF — formerly Radha Hospital & IVF Center — had earned local credibility through a high success rate and NABL accreditation. With plans to expand upto 11 new centres across Gujarat, the team needed a refreshed brand system that could scale across geographies while signalling a clear shift from their legacy identity.
In a cluttered and often mistrusted healthcare landscape, Candor IVF — formerly Radha Hospital & IVF Center — had earned local credibility through a high success rate and NABL accreditation. With plans to expand upto 11 new centres across Gujarat, the team needed a refreshed brand system that could scale across geographies while signalling a clear shift from their legacy identity.
Challenge
I worked closely with stakeholders across all departments — from security to senior doctors — to map the full service experience. Over a two-week discovery sprint, I led journey mapping, identified key gaps, and redesigned the visual identity, environment systems, and communication assets to ensure consistency across locations.
I worked closely with stakeholders across all departments — from security to senior doctors — to map the full service experience. Over a two-week discovery sprint, I led journey mapping, identified key gaps, and redesigned the visual identity, environment systems, and communication assets to ensure consistency across locations.
Approach
We worked closely with each team at Candor IVF — from the security desk to the head doctors — to understand the full patient journey and identify communication gaps. Through a two-week discovery sprint, we mapped service touchpoints and redesigned the visual identity, brand architecture, and service environment systems to ensure consistency across all current and future centers.
We worked closely with each team at Candor IVF — from the security desk to the head doctors — to understand the full patient journey and identify communication gaps. Through a two-week discovery sprint, we mapped service touchpoints and redesigned the visual identity, brand architecture, and service environment systems to ensure consistency across all current and future centers.
I worked with each team of Candor IVF as per on-ground customer journey experience, starting from their security guard all the way to their founding team of head doctors.
The identity’s geometric precision and minimal visual language allowed it to resonate with corporate audiences while standing out in a crowded AI market. Every element — from logo to layouts — was built with function, form, and future scalability in mind.
