Mahatma Gandhi Eye Hospital and Research Institute
Branding, Marketing and Website Design Case Study
MGEHRI or Mahatma Gandhi Eye Hospital & Research Insititute is a Gandhian Eye Hospital serving a population of 4 million in the districts of Mayurbhanj, Balasore, Bhadrak and Keonjhar in North Odisha as well the poor population from the neighbouring states of Jharkhand and West Bengal. It is an NGO hospital developed with Gandhian principles under the leadership and umbrella of Antyodaya Chetana Mandal. With over two decades of existence in the rural, MGEHRI has proudly treated over 5,00,000 patients in the hospital. And through its outreach OPD, it has helped more than 85,000 eye patients in relieving their vision through cataract surgeries and medications….
Client: Mahatma Gandhi Eye Hospital & Research Institute
Location: Mayurbhanj, Odisha, India
Segment: Gandhian NGO/Social Eye Hospital
Target Audience:
MGEHRI is for 3 different groups of people. The local needy population the eye hospital serves. Educated youth with a sense of collective social responsibility who can be potential volunteers. And people or organizations who can help the NGO as potential donors or collaborators….
Keywords:
NGO, Accessible, Gandhian, Social Upliftment, Hospitality, Swaraj, Clarity, Sincere….
Elements Designed:
Brand identity, Design systems, Print design, Social Media, Website, Banners, Tee, Advertisements, Photography, Videography, Content, Research….
The Problem
Even after two decades of existence, MGEHRI didn’t have a coherent design system or digital presence. There was no common platform for patients seeking help or potential collaborators seeking information to interact with or know more about the organization….
The Solution
The solution for bridging the fap between MGERI, its potential collaborators and the people who can benefit from the help of the NGO was to develop information and communication channels. We started by developing a website to keep everything one needs to know at one place. Then we went on to develop a Facebook page to share updates and allowing an audience to interact with the ye hospital. We supplemented that by expanding into print medium to make the communication more accessible for a not-so-tech savvy part of the target audience….
The Results
Having a digital destination with all the necessary information on it as a form of a website made communications with stakeholders and attracting potential collaborators much easier for MGEHRI. The social media page became an important tool for celebrating wins and spreading awareness of the facilities at the eye hospital. The print collaterals on the other hand bridged the gap between the downtrodden better eyesight. A combined effect of the overall branding and marketing was Mahatma Gandhi Eye Hospital & Research Insititute improving its position and relation with important national and global Gandhian, NGO and Eye hospital bodies….
The Brand Palette
Being an organization rooted in the upliftment of the downtrodden, MGEHRI’s colour palette is largely monochromatic. Beyond the Black and White, the NGO dazzles in Blues and Reds. The Blues express the element of trust and hospitality Mahatma Gandhi Eye Hospital works with. The Reds on the other hand evoke the elements of urgency and necessity of the developmental efforts MGEHRI works on. One of the ways we used the Blues and Reds a lot is in the form of duotones to make use of the documentation of the impact they’ve brought. This further helped in showcasing an emotion of authenticity.
The Brand Typography
Our typeface of choice for the NGO Mahatma Gandhi Eye Hospital & Research Institute was Barlow. It is a sans-serif typeface that has a readable profile which is more condensed than most sans-serif typefaces. Its somewhat Grotesque style is pleasant to read both on the screen and in print. This helps make MGEHRI’s communications very accessible to its target audience without looking very generic or too similar to everything else….
The Print Designs
Since MGEHRI primarily serves the downtrodden population who are not digitally native, print is an important medium to make its offerings accessible. We designed flyers and posters to serve this need. The other role of print medium was to access the legacy channels of communications among authority bodies. We designed magazine pages to achieve that….
Merchandise Design
Many NGOs use merchandising as a tool to raise funds. Mahatma Gandhi Eye Hospital & Research Institute hasn’t tapped into that potential yet. But we designed some celebratory merchandise for their child NGO hospital after completing two decades of service. We designed a t-shirt and a tote bag for an awareness campaign related to the Eye hospital….
Social Media Branding
Social media is a must-have channel of communication for any brand in the 21st Century. An NGO eye hospital is not an exception to that. Since the target audience of MGEHRI mostly resides on Facebook, hat ‘s the platform we branded a page on for the Gandhian NGO. To facilitate communication with the target audience, we also designed and managed occasional posts, social media ad campaigns etc….
Website branding
If you want people to find you and get everything they need to know at one place, a dedicated website is your best bet. And since Mahatma Gandhi Eye Hospital and Research Insitute didn’t have that, we developed one for them. Before having it’s own website, MGEHRI was mostly dependent on its parent ACM’s outdated website. But after getting its dedicated website, communicating with prospect collaborators became much easier….
The Banner Designs
Being an eye hospital focused on social upliftment of the downtrodden, MGEHRI gets a lot of footfall in its campus in Rasgovindpur, Mayurbhanj. While the patients and collaborators wait for their appointments, having something fruitful to look at is beneficial both for the onlookers and the brand. That’ where print banners come in. We designed several banners for different parts of the campus to address different topics. Since out collaboration is ongoing, we update the site banners every year….
The Positive Response
Mahatma Gandhi Eye Hospital & Research Insitute has been serving people for more than two decades before we started collaborating with them. Watching a reputed and beloved organization in a refreshed light got an overwhelming response from everyone associated with the NGO. Out collaboration also opened up the inspiring story of the NGO eye hospital to a lot of people interacting with the organization for the first time….
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