Integrated Care for Children
Brand identity for a volunteer-run paediatric care initiative in Karnataka, India.
Integrated Care for Children brings six specialties under a single window of voluntary care for disabled and underprivileged children at a private hospital in Karnataka, India.
The initiative runs entirely on donated time and goodwill: specialists volunteering clinical hours, the hospital providing the room, donors covering the cost of treatment. I worked with the initiative's founding surgeon to build its brand foundation, both the identity it will carry permanently and the first piece of collateral used to take it to the hospital board and to prospective funders.
A child with cerebral palsy in rural Karnataka may need a paediatrician, an orthopaedic surgeon, an occupational therapist, an audiologist and a psychiatrist.
That means five departments, five appointments, five separate days, and for a family earning daily wages, five days of lost income. Each separate visit is a chance to fall out of the system, which most families end up doing.
The initiative's aim is to make sure this happens within one visit, under a single roof. Every specialist in that room has volunteered their time to be there, so the visit costs the family nothing.
To build the visual language and identity for the initiative "Integrated Care for Children", along with the first asset of a flyer that would be used to introduce the initiative to the hospital administration and to prospective donors.
The initiative is built so a child's care can be completed inside one system, rather than sending the family out of it and hoping they find their way back in. Care within a single loop.
The logomark draws its inspiration from that concept. Drawn as one unbroken line, the loop resolves into a parent and a child, so the thought and the picture are the same shape. A parent sees two figures. A hospital sees care that holds together.
Colour is where the identity loosens up. The warm run from red through pink to yellow adds a playful spirit, and it is deliberately the loudest thing in the system. The navy holds it in balance, steady underneath, so the warmth reads as care rather than decoration.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat.
An initiative held together by goodwill.
Care that runs on volunteered expertise, donated support and the hospital's own space, organised around the family rather than the department, and built to last.
Underneath it, dignity. Families arrive having already been through a lot of departments and a lot of waiting, and the identity's quiet job is to make the encounter feel like care, not charity.
The timeline was short, which was a concern at first and turned out to work in the project's favour. There was no room to go in circles over what the design language should be. I went back to the words that had come to mind while I was understanding the initiative, trusted them, and moved. The doctors recognised the initiative in it. What made this one worth building was the care behind it. It is now awaiting approval to launch.
