Brand Strategy, Naming & Identity Design for a Multispeciality Clinic in Kolkata

We were approached by a distinguished doctor from Kolkata who was in the process of establishing a new multispeciality clinic—an ambitious healthcare space designed to offer integrated mental and physical wellness under one roof. As a third-generation entrepreneur transitioning from an established medical career into the world of healthcare business and branding, he understood that the clinical experience today extends far beyond infrastructure and service offerings. What patients come looking for is an environment that feels safe, trustworthy, and emotionally supportive. He wanted his clinic to evoke just that—credibility, reassurance, expertise, and warmth—from the very first interaction.

He reached out to us with a clear objective:
To create a brand identity that instantly communicates trust, positions the clinic as a modern and specialized space, and gives patients the confidence that they are in the right hands.

However, he did not want the clinic to feel intimidating or overly clinical. Instead, he envisioned something contemporary, human, and approachable—a brand that could hold space for all kinds of patients, from children and teenagers to working professionals, couples, caregivers, and senior citizens. He wanted the identity to reflect the philosophy that healthcare is not just about diagnosis and treatment; it is also about compassion, emotional safety, and a sense of belonging.

Our Mandate
We were entrusted with shaping this vision into a cohesive brand. The scope of our engagement included:
Brand Strategy
Brand Naming
Logo Design & Visual Identity Development
Complete Identity Rollout Across Touchpoints

This project required us to look beyond traditional healthcare branding and explore a deeper, more emotional lens—one that would tie together the doctor’s philosophy, the clinic’s mission, and the experience he intended to create for patients.

Brand Strategy: Understanding the Heart of the Clinic

Our first step was to immerse ourselves in the founder’s worldview: his core motivations, his medical philosophy, his patient experiences, and the future he envisioned for holistic care in Kolkata. Through a series of workshops and discovery sessions, we unpacked the emotional nuances behind the clinic’s purpose.

The strategy revealed three powerful pillars:

1. A Safe Space for Holistic Healing

The clinic was built on the idea that healing is multidimensional. It is not limited to prescriptions but expands to counselling, support, and understanding. The brand needed to reflect this holistic, inclusive approach.

2. Accessibility and Empathy as Core Values

The clinic aimed to break the stereotype of cold, sterile, intimidating medical spaces. It wanted to make healthcare approachable—without diminishing the seriousness of the services provided.

3. Trust Built Through Expertise & Care

The clinic brought together specialists from multiple fields. The brand needed to convey credibility while simultaneously feeling warm and human.

With these insights, we crafted the Mission, Vision, Values, Brand Personality, and the overarching positioning statement—defining how the clinic should be perceived and what it should stand for.

Naming the Brand: Creating an Identity That Resonates
Naming a healthcare brand requires sensitivity, clarity, and emotional resonance. It must be memorable yet meaningful; simple yet powerful.

We explored names that communicated:
Care
Holistic wellness
Emotional safety
Doctor-patient trust
Continuity and long-term relationships

The name needed to avoid sounding overly clinical or corporate. Instead, it had to feel like a place one could walk into with confidence and comfort—where healing begins the moment you read the name. There was also a requirement to incorporate the family name – Nandi, who is starting this clinic

After extensive exploration, refinement, and phonetic checks, we finalized a name that captured the essence of the clinic’s philosophy while being clear, approachable, and timeless. This name became the cornerstone of the brand’s personality, influencing the logo, visual identity, and tone of voice.

Identity Design: Creating a Visual Language of Trust & Warmth
Once the strategic foundation and the name were in place, we moved into conceptualizing the visual identity. Healthcare branding often oscillates between two extremes—overly corporate or overly clinical. Our challenge was to create a balance between professionalism and empathy.

Logo Concept
The logo needed to communicate stability and assurance while still feeling warm and human-centered. We derived the logo from the word N which also is the starting letter for the family name. A smiling face was designed out of it to reflect the brand name which is Anandita – meaning a happy state of mind. The logo was made to merge beautifully with the Brand Name giving a witty wordmark option

Color Palette
Colors play a critical role in healthcare branding. Instead of relying on the typical cold blues and greens, we built a palette that feels soothing, modern, and grounded:
Soft blues for trust and calmness
Warm neutrals to balance the clinical feel and increase approachbility

A gentle accent hue for subtle optimism and hope

This palette was intentionally crafted to support the psychological experience of patients and visitors—helping reduce anxiety and increasing a sense of comfort.

Typography
We selected typefaces that combined clarity with approachability:
A contemporary serif for warmth, clarity, and emphasis
A clean sans-serif for readability and friendly communication

The typography system ensured the brand looked modern but not cold, professional but not intimidating.

Design Aesthetic
Throughout the design language, we emphasized:
Minimalism
Clean forms
Soft, rounded edges
Spacious compositions
Visual breathing room

These design decisions reinforced the clinic’s identity as a place of psychological ease and professional care.

Identity Rollout: Making the Brand Tangible Across Touchpoints

With the design system ready, we expanded the identity across all key patient touchpoints:
Clinic signage
Prescription sheets
Patient files
In-clinic communication boards
Internal documents and branding assets

Every piece was shaped to deliver a consistent patient experience—from the moment someone encountered the clinic online, to their first phone call, to their in-person visit.

The goal was to create a seamless and reassuring journey that made people feel supported, understood, and welcomed.

A Brand That Reflects Care, Connection, and Credibility

This project was not merely an exercise in design—it was a deep, introspective journey into understanding how people perceive healthcare spaces. The new brand successfully bridges the gap between clinical expertise and emotional support, positioning the clinic as a trusted destination for holistic, multispeciality care in Kolkata.

The final identity is rooted in:
Strategy
Emotion
Professionalism
Human design
Patient-centered communication

It reflects the founder’s aspirational vision and sets the stage for a modern, compassionate care ecosystem.