If a brand only looks the part, it is only half believed.
Creating Even’s brand identity was imbibing a “show, don’t tell” ideology in its full spirit. The brand didn’t just have to look good, it had to sound solid anywhere it interacted with its world.
This meant building a verbal identity as rigorously as the visual one. I built a consistent voice that could earn trust before any feature ever could, and make a potential member feel they'd arrived at a place that understood them.
Whether it was something you read on the website, watched in a video or experienced in customer support, every word and design element was chosen to build a system that leads with clarity, earns trust through consistency and never mistakes polish for substance.
Brand films
By skipping the two tropes of marketing— melodrama and jokes—-we created the first Even brand film that treats the patient with respect who understands the healthcare system is broken and wants a better option. No moral lectures, no puns, no punch-downs—just a visually impactful film that was true to our brand voice.
Politely Opinionated
Do you panic-google your symptoms? Get your treatment from your local pharmacist? Dol out medical diagnosis to family after watching five Instagram reels? At Even, we wanted to share our expertise without being annoying about it.
Radically transparent
There’s nothing worse than brands who lure you in with big promises only to have their customer support hide behind replies such as “We regret the inconvenience” when things break.
At Even, we took joy in the highs and accountability in the lows and produced content that reflected that belief.
Quietly Disruptive
As a challenger brand with a strong member base, we wanted to remind our members and convince our non-members what we stand for. I wrote this reverse poem to reflect the brand’s own DNA: to flip something on its head.
When you read it from the top, we sound like a corporation. But when you read it in reverse, our true mission is revealed.
Educating while having fun
Healthcare content is fodder for doom-scrolling. We wanted our assets to break that mood and bring a certain lightness to drive home our point.
At every touchpoint, whether it was a social media post, a performance ad, or an on-ground activation, we expressed our brand’s fun and accessible nature which was missing in competition.
A hospital designed to keep you healthy, not hospitalised
Speaking to over 100 users confirmed our belief. Nobody actually wants to stay in a hospital no matter how premium it looks.
As an upcoming brand, you cannot always beat competition on price, technology, location, or celebrity doctors but you can win them over in service. Administrative circus and fear mongering at hospitals were consistent challenges users faced in times of personal crisis. From asking to fill out a dozen forms at different desks to being scared into procedures they don’t need— Indian hospitals were riddled with skewed incentives and inefficiencies. This understanding became the foundation for Even Hospital’s brand mission.
I created this fun 16-bit game with our product design team to show the frustration of navigating a hospital. A few seconds playing this game was worth an hour of corporate storytelling. You feel the frustration and the weight of preventable bureaucracy in real-world healthcare systems. We wanted to show that at an Even hospital healthcare isn’t a quest, it’s a straight path.
About me
Work Experience: 15 years
- Founding team member at Even, a healthcare startup that went from pre-revenue to a valuation of $200M in four years.
- Senior Editor at ScoopWhoop, one of India's leading entertainment media platforms with 70 million monthly users.
- Early stage team member of Cardekho, India's first and largest digital automotive marketplace.