Industry
Harsh Sodi, Urmila Devnani
Harsh Sodi, Urmila Devnani
Client
Candor IVF
Candor IVF
Scaling a Fertility Brand from Local to National
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.
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.
Challenge
We began with immersion research: two weeks living and breathing the hospital. Spoke with everyone from the watchman to the doctors who doubled as 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.
We began with immersion research: two weeks living and breathing the hospital. Spoke with everyone from the watchman to the doctors who doubled as 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.
Approach
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 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 Colors: The old palette was dull and outdated. We modernized it with vibrant contrasts and expanded the set for flexibility across 60+ touchpoints.
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 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 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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