As Art Director at Progenesis IVF, I lead the brand’s complete visual and communication ecosystem across Mumbai and Nashik operations. His role extended beyond design execution into strategic campaign planning, creative leadership, media management, digital transformation, and cross-platform brand consistency.
I managed multidisciplinary creative teams while overseeing everything from outdoor advertising and digital campaigns to website UI/UX, patient communication touchpoints, and marketing budget allocation.
The Challenge
The fertility and healthcare industry demands a highly sensitive, trustworthy, and emotionally balanced communication approach. The existing brand ecosystem required:
- Stronger emotional storytelling
- Consistent branding across cities and channels
- Better digital user experience
- Modernization of communication design
- Integrated campaign planning for both online and offline media
- Streamlined collaboration between marketing, design, and management teams
The challenge was to create a unified premium healthcare brand experience while maintaining empathy and trust.
Role
- Art Direction & Visual Strategy
- Multi-city creative team coordination (Mumbai & Nashik)
- Campaign ideation and execution
- Website UI/UX planning and design direction
- Outdoor media creatives and hoardings
- Digital marketing creatives and social campaigns
- Brand consistency across all touchpoints
- Marketing collateral and patient communication systems
- Vendor coordination and production supervision
- Media planning support and budget allocation strategy
Design Approach
- Emotional healthcare storytelling
- Performance-focused digital design
- Modern UI/UX thinking
- Large-scale campaign adaptability
- Strategic visual hierarchy
- Cross-platform consistency
Outcome
The creative transformation helped establish a more cohesive and premium brand identity across physical and digital platforms.
Key outcomes included:
- Stronger visual consistency across campaigns
- Improved digital presentation and user engagement
- More organized creative operations between teams
- Elevated premium perception of the brand
- Scalable communication systems for future campaigns