Nightingales Home Health Services
Where Expertise Meets the Warmth of Home
Since 1996, this pioneering brand has been revolutionising home-based healthcare. Now, it was time to scale new heights and expand its reach to provide specialised care across geographies. As we started this journey, we faced a delicate balancing act- creating a modern, hospital-standard of care while preserving the approachable and personal nature that defines the experience.
We distilled the essence of the brand in a powerful positioning. The positioning captures the paradox of the brand – the fusion of expert care and the comforting touch of home.
Teaming up with the innovative minds at Phantom, we designed a new identity that captures this positioning.
The Future of Healthcare
The brand continues to introduce groundbreaking solutions that transform your home into the best place for you to receive healthcare. Nightingales aims to reshape the future of healthcare, creating a world where compassionate care and cutting-edge treatments thrive within the familiar walls of your own sanctuary.
Ashutosh and his team started working with us at a critical time – we had acquired a very good brand and we were re-orienting the brand to stand for specialised care and that too in an evolving category. The team spent a lot of time conversing with stakeholders to get insights around value and helped us visualise a persona for our brand and then the identity and logo as well. The foundation has helped us develop various brand assets over the last couple of years. I’ve found it a delight to work with them because they take the time to do the groundwork, work with all internal stakeholders and help develop a point of view.
The process of arriving at what a brand represents, what it says about itself, and how it chooses to do this, is a journey.
And, like any journey, who you travel with often defines whether you’re going to have fun on the ride or be silently praying that your companion slides down a very steep gorge.
Ashutosh is a great guy for these explorations (and from the little that I have interacted with Ruhi, she seems decidedly equal to the task as well).
Ashutosh’s enthusiasm is infectious. His sense of direction, impressive. And best of all, he understands creative people (who tend to speak in short grunts), faster than you can say “monolithic brand architecture.”
We’ve been out there, in the middle of nowhere, on at least two exciting projects:
On Nightingales, it was on his professional recommendation that the brand was able to straddle ‘excellence of hospital care’ with ‘convenience of home,’ and claim, in the process, the leader stance of a home-health specialist.
On Dr. Reddy’s, we needed to create a powerful undercurrent that would carry the organisation’s aspirations of changing the way in which healthcare was being delivered. Here again, it was Ashutosh who linked this purpose to the essential selflesslessness of the Caregiver, resulting in a lovely little film, ‘Inspired by all those who care.