01 / 04
Sarthi Ayurvedic Hospital & Panchkarma Center
Sarthi Ayurvedic
hospital
BRAND IDENTITY
LOGO SYSTEM
BRAND GUIDELINES
TYPOGRAPHY
01 / 04
Sarthi Ayurvedic
hospital
BRAND IDENTITY
LOGO SYSTEM
BRAND GUIDELINES
TYPOGRAPHY
01 / 04
Sarthi Ayurvedic Hospital & Panchkarma Center
Sarthi Ayurvedic
hospital
BRAND IDENTITY
LOGO SYSTEM
BRAND GUIDELINES
TYPOGRAPHY
CLIENT
CLIENT NAME HERE OR BRAND NAME
TIMELINE
00 WEEKS
DELIVERABLES
TYPE OF PROJECT
YEAR
0000
CLIENT
CLIENT NAME HERE OR BRAND NAME
TIMELINE
00 WEEKS
DELIVERABLES
TYPE OF PROJECT
YEAR
0000
Overview
A brand built
on provenance.
Maison Collective is a luxury lifestyle brand bringing together independent makers, artisans, and designers under one curated identity. They came to me without a visual language — just a philosophy: things made by hand, made to last.
The challenge was translating that philosophy into a mark that felt timeless without being stiff, and refined without being cold. The identity had to hold up across everything from packaging labels to digital storefronts to exhibition graphics.
"We didn't want a logo. We wanted something that felt like it had always existed."
— Client Brief, 2024
THE CHALLENGE
Three problems,
one system.
Three problems,
one system.
Every luxury brand faces the same trap: looking expensive rather than being expensive. The brief surfaced three distinct tensions that the identity had to resolve simultaneously.
01
Tradition vs. Credibility
The brand needed to feel rooted in Ayurveda, ancient, natural, authentic — without looking like a herbal tea packet.
02
Flexibility at Scale
The identity had to work as a tiny favicon on a browser tab and as full signage outside a building. It had to hold up on a prescription pad and a five-page website simultaneously.
03
Local Without Limiting
The hospital serves Charkhi Dadri — a Hindi-speaking community in Haryana. The brand needed to honour that audience with a Hindi logo variant
04
Institution
Not Clinic Sarthi is NABH-accredited, empanelled with ESI, CGHS, and Ayushman Bharat, and has treated 500+ patients.
01
Tradition vs. Credibility
The brand needed to feel rooted in Ayurveda, ancient, natural, authentic — without looking like a herbal tea packet.
02
Flexibility at Scale
The identity had to work as a tiny favicon on a browser tab and as full signage outside a building. It had to hold up on a prescription pad and a five-page website simultaneously.
03
Local Without Limiting
The hospital serves Charkhi Dadri — a Hindi-speaking community in Haryana. The brand needed to honour that audience with a Hindi logo variant
04
Institution
Not Clinic Sarthi is NABH-accredited, empanelled with ESI, CGHS, and Ayushman Bharat, and has treated 500+ patients.
PROCESS
How the work
happened.
Six weeks, four phases. No mood boards in week one — strategy before aesthetics, always. The visual direction emerges from the thinking, not the other way around.
Week 01 - 02
Discovery & Strategy
Stakeholder interviews, competitor mapping, and brand positioning. Defining the territory before touching a pen.
Week 02 - 03
Exploration
80+ thumbnail sketches. Exploring mark types, typographic directions, and motif systems. Presenting 3 distinct directions.
Week 04
Refinement
Chosen direction developed in detail. Proportions, weights, spacing — tested across every application at every scale.
Week 05 - 06
System Build
Brand guidelines, colour palettes, typography stack, pattern library, tone of voice. Handing over a living system, not a static file.
Week 01 - 02
Discovery & Strategy
Stakeholder interviews, competitor mapping, and brand positioning. Defining the territory before touching a pen.
Week 02 - 03
Exploration
80+ thumbnail sketches. Exploring mark types, typographic directions, and motif systems. Presenting 3 distinct directions.
Week 04
Refinement
Chosen direction developed in detail. Proportions, weights, spacing — tested across every application at every scale.
Week 05 - 06
System Build
Brand guidelines, colour palettes, typography stack, pattern library, tone of voice. Handing over a living system, not a static file.
Week 01 - 02
Discovery & Strategy
Stakeholder interviews, competitor mapping, and brand positioning. Defining the territory before touching a pen.
Week 02 - 03
Exploration
80+ thumbnail sketches. Exploring mark types, typographic directions, and motif systems. Presenting 3 distinct directions.
Week 04
Refinement
Chosen direction developed in detail. Proportions, weights, spacing — tested across every application at every scale.
Week 05 - 06
System Build
Brand guidelines, colour palettes, typography stack, pattern library, tone of voice. Handing over a living system, not a static file.
Your
Work
Here
*delete this.
OUTCOME
What it
achieved.
2mo
Delivered on time from first briefing to final brand guidelines handover.
9+
Sketches explored before landing on the final mark direction.
5×
Application contexts — print, digital, physical — all resolved in a single coherent system.
∞
Scalability built in — the system works from a 16px favicon to a 4-metre exhibition wall.
6wk
Delivered on time from first briefing to final brand guidelines handover.
9+
Sketches explored before landing on the final mark direction.
5×
Application contexts — print, digital, physical — all resolved in a single coherent system.
∞
Scalability built in — the system works from a 16px favicon to a 4-metre exhibition wall.
What I
learnt.
The lessons that followed me into the next brief.
01Restraint is a strategic choice.
Every version I removed an
element from became stronger.
The final mark has three
components. The first sketch had
eleven.
02Test at the extremes first. I now
test every mark at 16px and
160cm before I fall in love with it at
72px. Scale reveals
the truth.
03Guidelines are part of the design.
A brand without a handbook
is a brand that erodes. The system
documentation took as
long as the mark itself.
04The client's language matters.
"It should feel like it's always
existed" was the brief that shaped
everysingle decision. Brief-
mining is a skill.
01Restraint is a strategic choice. Every version I removed an
element from became stronger. The final mark has three
components. The first sketch had eleven.
02Test at the extremes first. I now test every mark at 16px and
160cm before I fall in love with it at 72px. Scale reveals
the truth.
03Guidelines are part of the design. A brand without a handbook
is a brand that erodes. The system documentation took as
long as the mark itself.
04The client's language matters. "It should feel like it's always
existed" was the brief that shaped every single decision. Brief-
mining is a skill.
NEXT PROJECT
Project
Name here.
Let's work together
Got a project
in mind?
Let's talk.
Open to brand identity projects, UI/UX
collaborations.
PRAGYAN CHAUDHARY
Brand Identity & UI/UX Designer
Crafting identities that last and interfaces that
work — currently transitioning from pure brand
design into interaction design. Based in India,
building for the world.
Available for work · 2026
DESIGNS
Brand Identity
UI / UX Projects
INFO
About
Process
Contact
Built with Fraunces · Syne — and obsession.
Let's work together
Got a project
in mind?
Let's talk.
Open to brand identity projects, UI/UX
collaborations.
PRAGYAN CHAUDHARY
Brand Identity & UI/UX Designer
Crafting identities that last and interfaces that
work — currently transitioning
from pure brand design into
interaction design. Based in India,
building for the world.
Available for work · 2026
DESIGNS
Brand Identity
UI / UX Projects
INFO
About
Process
Contact
Built with Fraunces · Syne — and obsession.
Let's work together
Got a project
in mind?
Let's talk.
Open to brand identity projects, UI/UX
collaborations.
PRAGYAN CHAUDHARY
Brand Identity & UI/UX Designer
Crafting identities that last and interfaces that
work — currently transitioning from pure brand
design into interaction design. Based in India,
building for the world.
Available for work · 2026
DESIGNS
Brand Identity
UI / UX Projects
INFO
About
Process
Contact
Built with Fraunces · Syne — and obsession.