Brand Harvest, a brand solutions company, has established the identity and positioning for Rajiv Gandhi Jeevandayee Arogya Yojana, an initiative by the State Government of Maharashtra that aims to improve medical access facility for both below poverty line and above poverty line families.
In order to promote the programme, the Ministry of Health had invited several agencies to design and develop the identity and positioning. Among the many designs presented, the logo unit and the positioning statement developed by Brand Harvest have been selected.
Speaking on the design created, Ram Gudipati, Managing Director, Brand Harvest, said, “The logo was chosen for its simplicity of thought and visual expression. It has been developed keeping in mind the various applications in which the logo had to be reproduced. The positioning tag – ‘Nirogi Maharashtra, Pragthisheel Maharashtra’ – was recommended for this programme with the thought that healthy people enable the state to prosper and progress.”
The agency is currently working on developing various signage systems and other applications. No design fee was incurred by the agency for the exercise.
Started in March 2007, Brand Harvest is a branding and design company providing brand led solutions that are driven by design, communications and interactivity. Key clients include Saint Gobain Gyproc, Trent Limited, Prabudas Lilladher Group and Magus Consulting. Besides, the company has worked with many large and medium sized clients on various branding initiatives like ICICI Bank, Patni Computers, 9X Media, Bharti Axa and WNS.
The Rajiv Gandhi Jeevandayee Arogya Yojana scheme will extend quality medical care for identified specialty services, requiring hospitalisation for surgeries and therapies or consultations, through an identified network of health care providers. This scheme covers 30 specialised service categories, inclusive of 972 procedures and 121 follow-up procedures in eight districts of Maharashtra – Gadchiroli, Amravati, Nanded, Sholapur, Dhule, Raigad, Mumbai and Suburbs.