Dr. Polaris

Strategic Research and Insighting
Brand Purpose and Positioning
Brand Strategy
Brand and Business Alignment
Brand Architecture
Brand Naming

Verbal Identity
Visual Identity
Brand Communication
Launch Strategy
UI-UX

Transforming Medical Education through innovative EdTech Solutions

The Problem

Nithia Capital, a dynamic UK-based Investment powerhouse
renowned for its expertise in industrial revitalisation, embarked
on an ambitious journey with the acquisition of Uttam
Group. The task at hand was to breathe new life into this union,
harmonising the visions of Nithia Capital and Uttam Group
amidst a multidimensional industry landscape. Steering
through pivotal strategic decisions, such as the preservation of
the esteemed Uttam brand and the evaluation of regional
product identities, emerged as critical elements in shaping
Nithia's destined path forward.

Our Approach

In tackling this formidable task, ABND embraced an exhaustive and research-intensive methodology. Employing a blend of primary and secondary research techniques, the aim was to unveil the core hurdles hindering the reimagination of the Uttam Group.

Primary Reasearch:Immersions and Workshop

In-depth interviews and immersive experiences with stakeholders, extracting firsthand insights and narratives.
Dynamic workshops involving diverse groups, delving into various modules for a comprehensive understanding.
Off-site brand modelling sessions and on-site visits to the plant and retail market.

Secondary Research: Unveiling Industry Dynamics

Delving into the industry's intricacies, ABND combed through an array of resources. Research reports, compelling case studies, insightful articles, comprehensive industry reports, and enlightening competition studies provided a mosaic of knowledge.
Interviews with industry experts added a valuable layer to overall findings.

Our Solution

In recent times, there has been a noticeable surge in awareness and appreciation for healthcare professionals, both within and outside the industry. Notably, faculty and senior practitioners wield significant influence, necessitating their optimal utilisation. Despite challenges in human connection, fostering connectedness is imperative.

Insights culled from ABND’s research revealed a concerning lack of bandwidth among senior faculty at colleges to mentor students or address their inquiries, exacerbated by the pandemic.

Brand Identity

The brand identity was redesign ed to represent a digital-first "Experience Platform," with a distinctive colour palette of Learning Blue and Experience Purple. Learning Blue signifies credibility and trust, while Experience Purple symbolises motivation and purpose. The 'R' in the Dr. Polaris identity inspired a distinctive visual pattern, embodying constancy, continuity, and motion—a representation of the pathway and journey reflected in the name Polaris. Furthermore, an illustrative style ensured flexibility, steering away from restrictive imagery commonly dependent on photoshoots or generic stock images.

Brand Communication

To inaugurate Dr. Polaris as a true north star and adhere to the strategy of cultivating a digital experience for our students, the concept of 'Out of the World Learning' was coined. This involved the identification and development of specific keywords, presented in a distinctive 'out of the world' style, invoking an association with space and emphasising uniqueness.