D&AD chosen brief.

Create a brand for a major new touring Art Gallery.


Creative Challenge:
Following a pilot scheme of an art gallery in a hospital, there is an opportunity to take the concept nationwide – creating a touring art gallery that will showcase a range of work including fine art, sculptures and sound installations produced by some of the UK’s most famous contemporary artists. This is an opportunity for patients, staff and visitors at hospitals to see creativity in a location they may not expect. The gallery will be in place for a month before moving on to the next hospital.

Your challenge is to 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.

Target Audience:
Patients, hospital staff, local and national press and TV, local artists.

Considerations:
• Your branding needs to extend beyond the usual elements of a logo, typeface, tone of voice and colour palette. This is an unusual project which means the jury will be looking for winning work to demonstrate unique approaches to building a brand.
• You should avoid the obvious choices of anchoring your brand to a particular piece of art or style. The identity should stand alone allowing the freedom of the touring gallery to constantly refresh it’s offering without becoming divorced from the brand concept.
• Your approach to the tone of voice of the brand will need to be handled with sensitivity. Hospitals by their nature have a diverse audience covering all social spheres. What is acceptable to one group can cause distress amongst another. This will need to be reflected in your final design.
• You may wish to consider the nature of art in hospitals. What are the benefits to patients or visitors at a time of medical concern? How can an appreciation of art help to aid recovery or
provide an opportunity to discuss issues of a sensitive nature by moving thoughts beyond oneself to looking at the wider world afresh? How can this inform your final solution?
• The space the art occupies will need to be clearly branded, communicating its purpose to the audience and avoiding confusion with pre-existing artworks already in place in the hospital.
• How can your brand generate the positive newsworthy elements to help with it’s promotion? Media coverage will be an important means for building awareness. This is also an opportunity to bring visitors to hospitals who wouldn’t ordinarily be there.

Further Information:
www.thepartners.co.uk
www.dandad.org/studentawards@baby_pencil

Deliverables:
Your presentation can include boards or static image, video, audio and interactive. Please see the Formatting Guidelines PDF for more information.

Background:
The Partners is the most recent brand design agency to have won a black pencil at D&AD and the only branding agency to have won Gold Lions for two successive years at Cannes Design Lions.They have also been the UK’s most consistently awarded agency over the last 26 years with a reputation for brave thinking for world-class brands such as Ford, Deloitte, eBay and Vodafone.

The team in Smithfield, London have also helped a number of famous British brands to connect with new audiences including the BBC iPlayer, Jaguar and The National Gallery.With the opening of the New York office the agency has grown to over 60 people with a commitment to bold creativity.

FINAL D&AD DEADLINE:
11th March