01 / 04
Sarthi Ayurvedic Hospital & Panchkarma Center
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
01 / 04
Sarthi Ayurvedic
hospital
BRAND IDENTITY
LOGO SYSTEM
BRAND GUIDELINES
TYPOGRAPHY
CLIENT
SAH
TIMELINE
08 WEEKS
DELIVERABLES
Brand Identity
& Web Design
YEAR
2025
CLIENT
SAH
TIMELINE
08 WEEKS
DELIVERABLES
Brand Identity & Web Design
YEAR
2025
Overview
Ancient wisdom.
Modern trust.
Ancient wisdom.
Modern trust.
Ancient wisdom.
Modern trust.
Sarthi Ayurvedic Hospital & Panchkarma Centre was founded on a simple conviction that ancient healing traditions, practised with rigour and care, are as relevant today as they have ever been. NABH-accredited and empanelled with ESI, CGHS, and Ayushman Bharat, Sarthi serves families across Haryana with treatments rooted in Ayurvedic medicine: Panchkarma therapy, herbal medication, detoxification, and specialised care for chronic conditions. It is a place where trust is earned, not designed & where every patient is treated as a person, not a prescription.
Sarthi Ayurvedic Hospital & Panchkarma Centre was founded on a simple conviction that ancient healing traditions, practised with rigour and care, are as relevant today as they have ever been. NABH-accredited and empanelled with ESI, CGHS, and Ayushman Bharat, Sarthi serves families across Haryana with treatments rooted in Ayurvedic medicine: Panchkarma therapy, herbal medication, detoxification, and specialised care for chronic conditions. It is a place where trust is earned, not designed & where every patient is treated as a person, not a prescription.
"We wanted something our patients could trust before they even walked through the door."
— Client Brief, 2025
THE CHALLENGE
Three problems,
one system.
Three problems,
one system.
Every Ayurvedic brand faces the same trap: looking traditional rather than being trustworthy. 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.
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.
01Test 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.
02Conviction is not research. Designing from instinct worked
here. But I couldn't prove it. Next time, user interviews sit
behind every decision & not just strategic reasoning.
03The Hindi variant should have been first. The primary
audience reads Devanagari. I built the English system first and
adapted. It should have been the other way around.
04A live site is not a finished project. The brand system is
complete. The content isn't updated yet. Handing over files is
not the same as handing over a brand.
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.