Question
How do you stretch a brand from multi-speciality to single-specialty — without breaking it?
Answer
By building a system where sub-brands borrow equity, but earn their own meaning.
AAKASH ORTHOCITY
Aakash Healthcare began as a super-speciality hospital in Dwarka — a modern facility known for tertiary care across disciplines, with particular strength in orthopaedics and joint replacement. As the brand matured, so did its ambition. The founders saw an opportunity: while India had successful single-speciality chains in maternity, IVF, and eye care — orthopaedics remained fragmented, surgeon-led, and difficult to scale.
They didn’t want to build another department. They wanted to build a destination. That’s when NH1 Design was brought in — to craft a name, identity, and architecture that could clearly separate orthopaedics from the multi-speciality narrative, without severing the equity of the Aakash name. We named it Aakash Orthocity — a brand that signals precision, purpose, and repeatability. A city of expertise within the universe of Aakash.
We retained the original identity but gave Orthocity a distinct sub-colour, a new visual system, and a language built around one promise: “Doing it right the first time.”
Because in orthopaedics, there are no second chances.
SERVICES DESIGN STRATEGY | REBRANDING | COMMUNICATION
CLIENT RED.HEALTH
SECTOR HEALTHCARE
Where clarity is the design system.
Where clarity is the design system.
. We took the idea of ‘X-ray vision’ — the ability to see through and treat with precision — and turned it into a visual identity. The design language draws from real X-rays, abstracted into a graphic system that feels sharp, clinical, and confident. A distinct sub-colour sets Orthocity apart while retaining trust from the Aakash parent brand. Every element — from typography to tone — is designed to reflect what the hospital promises: To get it right, the first time.
The Golden hour is very critical in emergency care. Prompt and quality healthcare at a time of urgency can mean the difference between life and death. The new identity for RED.HEALTH embodies the essence of timely and life-saving care.
. We took the idea of ‘X-ray vision’ — the ability to see through and treat with precision — and turned it into a visual identity. The design language draws from real X-rays, abstracted into a graphic system that feels sharp, clinical, and confident. A distinct sub-colour sets Orthocity apart while retaining trust from the Aakash parent brand. Every element — from typography to tone — is designed to reflect what the hospital promises: To get it right, the first time.
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DoozeBranding & UI design for an alcohol delivery app
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Advait by PioneerCampaign for Real Estate
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SunshineBranding a Multi Speciality Hospital
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British CouncilIndia-UK relationship
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Central Square FoundationAnnual Report
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Intuit IndiaWhitepaper Design
CPOBranding a Chain of Prosthetic Clinics
ORDReal Estate Branding
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TruSpaceDynamic Real Estate Branding
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Individual SafetyWork Safe Posters
Business & Customer SafetyWork Safe Posters
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SWOTNotebook Cover Design
The Pointe by TerminusResidential Property Brochure
Asian BariatricsBranding a Bariatric Hospital
Not So SeriousFashion Lookbook
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MediCounselBranding a Medical Portal
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