Touring Art Gallery

Introduction The brief Background of The Partners Research and findings Process of building a brand Our development Evaluation Questions

The Brief ‘create the name and brand for the gallery that has the impact to generate positive news, discussion and interest in the concept – building an appreciation of the power of art to connect with people.’

‘The Partners’ Background Won a Black Pencil at D&AD Won Gold Lions for two successive years at Cannes Design Lions Reputation for brave thinking and commitment to Bold Creativity Worked on brands such as Jaguar, Vodafone, eBay and The National Gallery

Research

Understanding current position Business Situation No name or brand Charitable organisation Will be Nationwide One successful execution Market Analysis No competitors boast UK’s famous contemporary art Any similar schemes are in permanent place Customer Journey Patient – Can be inspiring Staff – Conversation Starter Visitors – Comfort Press – Feel good story Local Artists – Great opportunity

Art in Hospital 1991 Programme of visual arts in Glasgow and Scotland Working with Art in Hospital : patients and nursing homes Aim: To demonstrate the positive role that the arts can play in the quality of care for patients in the health service Activities 1.Printmaking 2.Photocopying 3.Textiles

Provide “Medicine for the soul” Enrich peoples lives by bringing colour and comfort through supervised interactive activities. Changing Images

Art Contact 1984 Were a consultancy to source and supply artwork for working environments Develop and manage art programs in the health sector Give advice on stages from planning to funding Aim : To help organisations harness the potential of art to enhance and exploit their location(s) to the full

Art Contact At the Waldron Healthcare centre

In the press... ‘’I imagine that art can take people’s minds off the stresses of a hospital but so can an old copy of Heat magazine’ Grayson Perry – The Times ‘If you have an inspiring environment – whether it be calm, invigorating or fun, it improves people’s emotional state and well-being.’ Cat Powell – BBC News ‘British hospitals had become depressing and dilapidated. They are being revived by a big investment programme.’ The Guardian

From a gallery’s point of view... ‘I think the idea is that patients will look at these kind of pictures, and feel calm and tranquil.’ - Mayfields Gallery ‘People in hospital can feel inspired by the art they see.’ Westover Gallery ‘I think more traditional paintings, things like landscapes, are there to remind some patients of times gone by… to remember happier times.’ The Arthouse Gallery

From an artists point of view... ‘The art is just there to make the place less grim, not to be appreciated.’ Adam Draper – Studies Graphic Design ‘ ‘The art usually looks very amateur.’ Dominyk Small – Studies Fine Art ‘You’d never get a Damien Hirst work or a Francis Bacon print. The work’s always really safe.’ Laura Betton – Studies Illustration Damien Hirst -Caesarean birth of his son

Strategy

Vision and Values Art for art’s sake in hospitals for health's sake Respected art Offers an experience as opposed to a distraction Supporting UK artists

Brand personality

Positioning Initially – healing (beneficial properties) Art can take viewers to another place

Ideas & Development

Key insight: currently art found in hospitals doesn’t reflect the full spectrum of emotions that people feel Now – “Embrace your emotions” Proposition – Seize the moment Key Insight

Idea Development

Final Design

Evaluation Doesn’t lose impact when reproduced in black and white. Can be scaled down

Logo in Use The corporate identity could be carried out in a number of ways in order to brand the space the gallery will inhabit. Pictures framed in custom made purple frames Sculptors mounted upon purple podiums Sound installations beind purple curtains