Identities are the ultimate expression of what an organisation wants to be. ANC distilled a series of in-depth interviews with BLK’s doctors, trustees and consumers into actionable insights: doctors wanted to recapture medicine excellence, while consumers looked for a hospital they could trust to heal. ANC’s positioning for BLK - ‘A passion for healing’ – would refresh the hospital’s purpose, inspire doctors to achieve, and give patients new faith in the hospital. The identity moves away from the industry cliché of adopting a generalist, consumer-friendly look, towards one that captures the high-ground of medical excellence. The tree of life at the centre of the form is constructed from the intersection of crosses, the ancient symbol of life, and encircled by a shield to represent protection. The strong, classical font and deep burgundy brand colour identify BLK as a leading medical institution. In the 5 years since the rebranding, BLK has transitioned from a hospital that had fallen out of the public eye, to rank among the top 5 hospitals in India, and top 5 in the world across several super-specialities.