Shekhar Hospital, founded in 1985, is a multispecialty hospital based in the Uttar Pradesh capital – Lucknow. The 200-bed hospital approached us for an image makeover, as patients were shifting to other hospitals. What we discovered was even shocking, they were on the verge of losing their trust value of 30 years. Many new hospitals came into existence during the course of the time – that was a challenge. The ambience of the hospital did not give an impression of a hospital – that was another challenge. What did we do? We opted for a complete transformation of the hospital – a total branding.