Why should a hospital feel like a monster to a child?


Redesigning healing to happiness.​

Environmental Graphics for Woman and Child Care Centre in Kolkata​

Bhagirathi Neotia Woman and Child Care Centre, Rawdon Street is Kolkata’s most premium, trusted and dependable hospital for women, expectant mothers, and children, since its inception 16 years ago. In view of the growing demand for super-specialized healthcare facilities for women and children, the brand was coming up with their second hospital in New Town, Rajarhat. The brief was to design the environmental graphics for the new hospital and refresh the brand identity by carrying forward the legacy and values of the brand.

With a 16 year legacy, Bhagirathi Neotia Woman and Child Care Centre has very strong brand re-call and brand presence within the City of Joy. Hence, it was a strategic decision to retain the brand DNA while minimally refining its form. The logotype was updated in order to make the brand more approachable. Further, we defined the environmental graphics system that influences the way care is provided.

Services: Positioning | Rebranding | Environmental Graphics

Client: Ambuja Neotia

Sector: Healthcare



Caring About Your Care

Whenever we feel pain, discomfort or feel unwell, the first person we think about is our mother. Because nothing surpasses her love, her care and her warmth. How she empathises with the emotions, how she is delicate with her decisions and how she has the know-how of nurture. It’s the very idea of her care that makes us feel better. And while it’s impossible to replace her, it’s possible to bring her brand of care to people. We understand that not just her children but mothers need the same.

An environment that is Playful, Calming and Comforting.

A hospital’s physical environment affects patient outcome and recovery time. We devised an environmental graphic system which is warm, where the patients, parents, and nurses can all feel relaxed, happy and comfortable. Our aim was to uplift the mood and well-being of the patients and visitors through design.

There’s something lovingly healing about animals. Just like humans, they possess motherly instincts. They create an environment that is playful, calming and comforting. Each floor is assigned a particular animal that creates a memorable graphic language for users of all ages and backgrounds to navigate an often unfamiliar environment.

Waiting Area, Ground Floor

The design system reflects the hospital’s value of compassionate care. The graphics are contextual to the environment.

Waiting Area, Ground Floor

Animals in the paediatric wards stir the child’s imagination while keeping them company.

Waiting Area, Ground Floor

The story has been extended on the signage and way-finding systems.

Little parrots perched on patient name boards add delight and work as a secondary identifier to respective rooms.

What are my rights again?

Making the mandatory information more engaging.

We all have been to a hospital at some point in our lives. But how many of us actually know our patient rights or responsibilities Patients Rights and responsibilities are a mandate in all the hospitals but it mostly goes unnoticed. Hence, we decided to redesign the Patient Rights and Responsibilities in a fun way so that it engages with the patient and attendants of all ages.

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