Touring Art Gallery Introduction The brief Background of

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, e. Bay and The National Gallery

Research

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

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 1. Printmaking quality of care for patients in the health service 2. Photocopying 3. Textiles Activities

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

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

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

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

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 • 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

Idea Development

Idea Development

Final Design

Evaluation • Doesn’t lose impact when reproduced in black and white.

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