SARV AVEKSHA

THE CONTEXT

Sarv Aveksha is a primary care practice offering medical services to patients in the comfort of their homes. Their team of physicians and clinical pharmacists travels across the city every day, offering holistic, longitudinal care to individuals and families with a strong emphasis on palliative care, mental health, and support for the elderly, LGBTQIA+ individuals, and other vulnerable populations.

This wasn’t a typical healthcare brand. It needed to feel personal and trustworthy, not institutional. The identity and communication had to reassure elderly patients who may feel overwhelmed by clinical systems and/or may not be too tech-savvy, while also communicating legitimacy and structure to their adult children (who are often the decision-makers) arranging care remotely or under emotional stress.

THE APPROACH

LOGO

The logomark brings together two simple ideas: an immediately recognisable health cross to indicate care, and a guiding star to reflect the team’s hands-on, go-anywhere, patient-first approach. They don’t just treat symptoms, they guide people through what’s often a very difficult moment in their lives.

The logotype is a customised adaptation of the typeface ManVs Office. I adjusted a few letterforms for greater balance and clarity, and added subtle gestures in the form of ligatures. This makes sure that the logotype retains the clear, no-nonsense structure of a sans-serif, but with just enough personality to feel human.

COLOUR & TYPOGRAPHY

The brand’s core palette pairs a gentle medicinal blue with a deeper slate blue for contrast and calm. A secondary pastel range softens the identity further, bringing warmth and friendliness into educational content, print material, and the website.

Typography is straightforward and legible, prioritising clarity over flourish, especially for audiences that may include older readers or patients navigating the site independently.

ICON SET

The identity includes a comprehensive suite of icons to represent Sarv Aveksha’s wide range of services – from geriatric and palliative care to LGBTQIA+ health, polypharmacy management, and mental health support. The icons are intentionally simple and intuitive, designed for use across print, web, and presentations.

EXTENDING THE SYSTEM

Beyond the core identity, the brand was extended with practical, high-impact tools:

WEBSITE

Designed to educate and reassure with a credible, easy-to-navigate presence. Clear language and calming visuals reduce anxiety, making it easy for family members to understand services, meet the team, and navigate bookings. The site helps establish legitimacy in a space often clouded by informal or ad hoc providers. And for the team, the goal was to move away from WhatsApp booking chaos.

SARV AVEKSHA WEBSITE LINK

COLLATERAL

Designed a suite of support materials, including invoices, patient case sheets, a company profile, and a one-pager to help Sarv Aveksha present themselves to investors and institutional partners.

ACCESSIBILITY & SCALE

The brand system was built to scale into future applications – possibly internal training documents, public health content, or rural outreach programmes.

THE OUTCOME

• A clean, reassuring identity system tailored to a complex, emotionally sensitive service

• A design language that communicates guidance, care, and continuity

• A warm, legible website that supports education, decision-making, and trust

• Custom iconography to simplify a broad offering across diverse audiences

• Collateral that supports both operational delivery and long-term growth