Their parents are in Hyderabad. They are not.

The brief

Many families in the Gulf, the UK and North America have parents at home in Hyderabad. They worry most about what they cannot see: is the sugar under control, are the tablets being taken, would anyone tell them if something went wrong?

The brief was a service those children could trust from far away and pay for from wherever they live, run by a clinic that already has doctors, a laboratory, a pharmacy and beds under one roof.

What we built

• A name, a slogan ("Where Distance Meets Care") and a home-and-heart logo, with its own domain
• Three monthly plans priced in the visitor's own currency, with the option to split the cost between brothers and sisters
• A PIN code check that says honestly whether the parent's home is in the service area, before anyone pays
• Online sign-up and card payment, with gifting for an occasion
• A private family page for each parent: every visit, sugar and blood pressure charts, the doctor's last note, and the next review shown in the child's own time zone
• A working sample family page and a sample letter, so a family sees exactly what they get before paying a rupee
• "Tell your parents" messages written for WhatsApp in English, Urdu, Hindi and Telugu, in the way families actually speak
• Country pages for the UAE, Saudi Arabia, Qatar, Kuwait, Oman, the USA, the UK, Canada and Australia
• A call-booking form and a staff desk where the clinic manages members, visits and calls

The signature: two clocks

The page opens with two live clocks, one for Hyderabad and one for wherever the visitor is, with a line on what their parent is probably doing right now. It says the whole idea in one glance. The page ends like a postcard. Headings are set in Young Serif and the body in Figtree, in slate and terracotta on warm paper. The photographs are illustrations, labelled as such, until real ones of the team are taken.

How it runs now

Families sign up and pay online. The clinic's team sees each new member on the staff desk, fixes the first visit, and every visit after that updates the family page and goes out to the family as a letter.