Communication Design
Branding & Identity

Rebranding A Legacy Birthing Foundation
Brand: Ferandez Foundation
Client: Fernandez Foundation
Entrant: Cracker And Rush

Baby Blue Elephant

Entry Title:	Rebranding A Legacy Birthing Foundation
Brand:	Ferandez Foundation
Client:	Fernandez Foundation
Entrant Company:	Cracker And Rush
Description:	Fernandez Foundation is the largest and most esteemed chain of private maternity hospitals in India. In its remarkable 75-year-old-legacy, it has transitioned from a maternity clinic to a not-for-profit foundation in 2018. With this transition, Fernandez wanted to renew its commitment to safe and respectful birthing. Through our in depth research we discovered Fernandez’s unique point of view. Fernandez believes birthing is a natural process which has been over-medicalised. However, this point of view lay hidden. Instead, Fernandez was perceived as old-fashioned, utility focused and a hospital not for the modern Indian woman. Fernandez needed a rebrand. We recommended a visual overhaul to inject vibrancy and a renewed sense of optimism in the brand. The new logo is inspired by the ‘f’ of Fernandez. The F forms an arch, representing the legacy of the foundation, supporting, cocooning and framing the love between mother and child. A pregnant mother and her child are nestled within the arch. The Yellow reflects happiness, and sunshine. We extended the logo into an extensive illustrated visual language that exudes warmth and comfort. We designed all hospital collateral, website and environmental graphics for 4 key hospitals. All details were captured in a brand manual.
Company Credits:	https://www.crackerandrush.com/
Individual Credits:	RUHI SRIDHAR, Director, Design
Individual Credits:	RASHMI SINGH, Design
Individual Credits:	ASHUTOSH WAKANKAR, Director, Strategy
Individual Credits:	RICHA CHHABRA, Strategy