Challenge: Despite two decades of impactful work, Centre for Chronic Disease Control lacked visibility and recognition in the broader healthcare and development community. Their work, though extensive, was not effectively communicated to the public and relevant stakeholders. The challenge was to connect their scientific and medical efforts with a larger, relatable mission for India and low- and middle-income countries (LMICs).

Approach: During the rebranding process, I focused on redefining the organization's core narrative. It shifted from a technical, chronic-disease centered identity to one emphasizing the broader societal impact of healthcare improvements. The messaging was refined to connect the work to a larger "common good" — improving lives and advancing healthcare accessibility for all. The branding also aimed to make CCDC relatable to both local and global audiences, conveying its role as a key player in improving public health in LMICs.

Core Shifts

The focus shifted from being a research-centered organization to being a facilitator of societal change in healthcare - Tranforming Lives & Healthcare.

Repositioned the organization's narrative around improving lives and accessible healthcare, especially targeting vulnerable populations in LMICs.

Introduced messaging that highlighted their long-term vision and impact, making their work more tangible and community-oriented.

Differentiation: Identify brand's unique voice to ensure organization stand out for their target audience, communicating their unique value proposition.

Trust and Credibility: Focus on building a brand that's trustworthy and credibile with customers, fostering loyalty and positive perceptions.

Customer Engagement: Think integrated expereinces when devleoping branding and marketing strategy to ensure a deeper connection with customers, enhancing their experience and driving advocacy.

Market Research: Thorough market research to understand customer needs and competitive landscape.

Target Audience: Clearly define the target audience and their values with the client, ensuring the brand resonates with them.

Messaging: A clear and concise brand message that communicates the organization's unique value proposition.

Visual Identity: Design a cohesive visual identity that is memorable, impactful, and reflects the brand's personality.