Sr. Creative Designer
Brand + Identity Design
Sukoon is India's first hospital that provides inpatient and outpatient care for psychiatry, mental health and de-addiction. The name itself, meaning 'peace of mind' in Hindi, is an ode to the specialized and compassionate care provided by the hospital and all its staff. Being the first hospital of its kind in the country, there was a need to create a visual brand identity that focused more on the brand offering and mission and stood out from other healthcare entities.
Sukoon Health
Mindful branding
In India, the topic of mental health and addiction treatment remains heavily stigmatized, often leading those in need to suffer in silence. Sukoon's mission is to challenge this stigma by offering a sanctuary where individuals can seek personalized care without fear or judgment. Instead of focusing on conventional medical terms like 'medicine,' 'treatment,' or 'psychiatry,' Sukoon's branding revolves around promoting peace of mind and holistic wellness.
By widening the net, the focus shifted to the journey of a patient, the transformative process of nature and the the facility itself which houses an underground garden. These were great lead points for the discovery process, that led to some interesting avenues.
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The chosen branding route, featuring an abstracted olive branch and a cross, resonated strongly with both the client and investors. This design strikes a delicate balance, distancing itself from typical medical imagery while symbolizing Sukoon's promise of healing and renewal. Moreover, the versatility of this brand mark allows for its application in various contexts throughout the facility, from signage to decorative patterns, reinforcing Sukoon's identity as a welcoming haven for all seeking solace and support.
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