FOR WARD

THE NAME ‘For Ward’ has been devised to highlight the brand’s tailored nature. The collection has been composed to be of relevance and interest to those visiting a hospital, and ‘For Ward’ highlights this. The name  encompasses future thinking, purpose, longevity, optimism and directness. The name is simple and memorable. Furthermore it lends itself to being used as a part of specific messages: e.g. “Looking For Ward to it” or “That’s For Ward thinking”.

PROBLEM With contemporary arts perceived exclusivity and propensity to offend or alienate ‘For Ward’ is a collection of art that is both inspiring and accessible. A hospital is a complicated domain in which to exhibit contemporary art: people of all ages, genders, beliefs, social classes and creeds occupy the space. Ill chosen art works could potentially cause distress to patients and visitors alike. It is with this in mind the collection has been carefully considered.

THE COLLECTION Due to this the collection of art will be carefully selected to be relevant, widely accessible and inoffensive, whilst still provoking thought and providing relief. Single examples of widely accessible and exciting artists will be chosen for each of the following categories: Fine Art, Sculpture, Sound and Motion. The target audience here are unlikely to be discerning art connoisseurs, instead being people from all walks of life, who can benefit from accessible art.

 

FOR WARD Thinking
FOR WARD Thinking
‘For Ward’: A monthly travelling exhibition of contemporary art in hospitals across Great Britain.
INVITE
artscratch
INVITE
Each month the exhibition changes, a mail out featuring a teaser of the next artist to exhibit will be undertaken. The front of the invite will be a metallic silver with the brand scratched through and prominent in the lower right corner, this will encourage the recipient to scratch the rest of the card away to reveal an enticing image of the upcoming exhibit.
Out & About
bus
Out & About
Promotions and advertising in public spaces such as billboards, bush shelters and busses themselves require a louder and more direct message. Rather than fleeting crops of imagery, these advertisements will feature larger more instantly recognisable examples of work by the famous artists.
Banners
banners
Banners
Targeted banners will be employed in the online promotion of the exhibition. The banners will display the nearest exhibition to the web site user’s location via the collection of their computer’s IP address.

Further supporting the brand itself and the invite; the banners rely on piquing the interest of the web user by showing them a slight glimpse of artwork with the instruction to wipe away the paint to reveal more. Upon clicking the banner the initial message fades out, allowing the web user to wash away the colour and discover the artist exhibiting nearest their home.
Sounds Good
eno
Sounds Good
The brand will be present on interactive screens in the hospital that is currently exhibiting a sound installation. Wireless headphones will be provided to avoid causing distress or annoyance in the hospital. Furthermore people will be able to more fully immerse themselves in the audio art with large headphones entirely covering their ears.

For added visual impact and atmosphere, television screens will be backlit softly in colours harmonious to the colour scheme of the exhibition. The music player has been designed to be as simple and intuitive as possible to use, there are no superfluous elements. Navigation will be achieved via touch screen.
Sign language
signage
Sign language
A hospital’s primary function is the care and well being of its patients. For this reason, nothing ‘For Ward’ does can detract from that. Adding loud and brash signage throughout the hospital would detract from the pre existing signage system.

Furthermore, creating a secondary signage system in an area bristling with images, notices and signage will only confuse things further. For this reason ‘For Ward’ will consistently be the last element on all traditional way finding throughout the hospital, with a hand rendered arrow sensitively differentiating the brand from other locations.
scratchy
scratchy
FOR WARD
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