Branding Strategy
The brand concept should focus on human connection.
I imagine the personality of the art tour to be simple, comfortable, and undemanding. The visual identity should be easy to grasp and not overwhelming, because after all of the designing involved, it is the artwork that does the magic, not the identity of the tour. We will know that this intervention is a success if we are able to get the patients' attention and bring them in front of the artworks.
Logo
Thinking broadly, the art tour is a picture of patients and visitors staring at paintings on the wall. Each painting has a frame surrounding it and an explanatory wall label beside it. The logo for UAH Art Tour consists of the top-right corner of a frame (left) and a label that contains ‘art tour’ (with emphasis on art) and UAH.
Colour
Three bands of colours are contained inside the logo to fill in the empty space, creating an image of an ‘artwork’. The art tour runs across three hospital buildings and the colours will be used to distinguish one building from another—Mackenzie, Mazankowsi, and Kaye Edmonton Clinic.
Tour Map
The map shows the location of the artworks by using markers that are created from the logo. The marker’s colour depends on which building the artwork is located. Its longer end is made sharp so it can function as a drop pin to precisely point the location of the artwork.
The map contains some added information but limited only to washroom, elevators, and some landmark locations. Once the users are able to situate themselves in the map, the artworks in the same floor are easy to find.
Wall Label + QR Code
The wall labels will be printed on vinyl stickers and their dimensions will correspond to the width of the existing explanatory labels provided by the hospital. They are simple, eye-catching but subtle enough to not take away the viewer’s attention from the artworks.
actual size: 1.8 x 5 in
Promotional Stickers
Depending on the surface material, the logo stickers will be printed and stuck on the furnitures in the hospital, as if ‘framing’ them like artworks.
Text on sticker: scan code or visit www.uahart.com
Website
The artwork landing page contains a high-quality image of the artwork and beside it are information about it and its location. The user can select different menu in the top-right corner of the page of click ‘Previous’ and ‘Next’ buttons to see artworks that are close in vicinity to the current one.
The ‘See all’ button in the artwork landing page collapses the current artwork view and displays all the artworks randomly arranged in a grid. The user can select an artwork to learn more information about it.
The tour map displays interactive maps of the tour, by level and building. The user can filter which information to display (see bottom-left corner). When the user hovers the mouse on the ‘flag’ markers, the colour turn into the three colours of the identity and the image of the artwork and its title and its artist will pop up.
Some process works
