Naruvi Ambulance

A Human Centric Design (HCD) approach to Ambulance Branding

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This has to be the most elegant, minimal and beautiful ambulance in the city. And the idea of having a graphic at the top of ambulance is literally the cherry at the top of the cake. Extremely happy about the various considerations and thoughts that went on this

Dr. Paul Henry
Executive Director, Naruvi Hospitals

Services
Brand Strategy
Data Visualisation
Communication Design
Sector
Technology
Company Stage
Expansion
Timeline
3 weeks
Year
2020
Project Type
Retainer

About

Naruvi Ambulance

With 14 levels and equipped with 500 beds, Naruvi Hospitals is one of the largest healthcare facility in Vellore, India. Building upon the patient centric values of the Naruvi brand, in this project we helped facilitate a faster transit of ambulance through human-centered design and targeted branding that would communicate an univocal urgency, promise and trust in attaining rapid care.

Objective & Challenges

Building upon the patient centric values of the Naruvi brand, this project helped facilitate a faster transit of ambulance through human-centered design and targeted branding that would communicate an univocal urgency, promise and trust in attaining rapid care.The one question we constantly asked ourselves throughout this project: How could we use branding to address and improve the performance of ambulance?

A Moving Touchpoint

This project presented us with a sensitive case of vehicle branding. For one, unlike other vehicles, ambulances cannot ever be slow and they are primarily the face of emergency care more than the hospital brand. And the distressful siren prevents one from even looking at it. We worked on transforming Ambulance from merely an alarm-raising vehicle to being a medium for Sensitising, Informing, and Marketing through our design strategy.

A case of Sensitisation from Alarming to Informing

The state of ambulance in India faces a lot of critique in terms of their standards and conditions of their services, but an even greater conern in here is the time .The response time and the transit duration are of the utmost essence when it comes to emergency care. While the intended target audience are the patients requiring immediate assistance, it is infact the commuters and family of the patients who form the key agents influencing its function with their dissimilar sense of urgency and negligence.

There are in total five facets to an ambulance. Each side faces a different audience and is thus capable of conveying unique narratives through the right mixture of information. We codified a minimal graphic system from the brand language to visualize information that can be consumed in the shortest time one gets to see the Ambulance. Through a collaborative and iterative approach, we rendered designs that can enhance brand recall and at the same time informs about emergency care in a way that nudges the commuters to make way for the ambulance.

Result

Emergency response is a cornerstone of healthcare services and ambulance services play a big role in delivering it. Through this project, we identified the different ways an ambulance can establish a dialogue of care in all its touchpoints to the patient, public, and fellow commuters. And through a collaborative and iterative effort, we factored in decisions on a multilateral level from healthcare, environmental, cultural, and societal dimensions to crystallize out an informative and visually appealing life-saving companion.
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Project Team

We pride ourself on this in-depth exploration of various elements that formed this book. Our projects are created with precision and subtlety, and every design decision is made with an intent that generates value in its usage.
Indhu Kanth
Lead, Design Strategy & Research

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