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.