Heart Project Boards

Board Number 01/04

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Brief Create a brand for a major new touring art gallery.

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Concept Uplifting Art. Audience Patients, hospital staff, local and national press and TV, local artists, visitors to both the patients and general public visitors.

Tone of Voice Sensitive, positive, uplifting, friendly, welcoming,

Rationale The Heart Project aims to visit and host temporary art exhibitions at selected hospitals within the UK bringing exciting pieces of artwork to places that you would not normally expect. The Project is about bringing happiness, positivity, creativity and inspiration, using the idea of a gallery as a starting point, the project aims to expand into not just a gallery but an entire identity. The identity would break down into a shop, therapy sessions and others, offering more than just beautiful art, its about something you can interact with, feel part of and enjoy.

The project aims to sense of community and involvement using a volunteer scheme, to offer work placements and the opportunity to work as part of something special. Going further the project could also offer art therapy sessions to benefit those in hospitals and get people working together, enjoying art and feeling good about themselves.

Resolutions Brand Identity spread across a range of printed media, digital media, environmental graphics and product.

Logo Design The design of the logo aims to be uplifting and positive. Using a bold sans serif typeface, its features are simple and all characters have rounded terminations on serifs. The typeface aims to capture friendliness, positivity and delivers a warm and welcoming feel.

Its layout also supports the readability of not just ‘the heart project’ but subtly ‘the art project’ using colour. The layout also offers the opportunity for expansions onto other visuals. such as ‘the heart gallery’ and ‘the heart shop’.

Colour Pallet The colour pallet is vital to the brand image, designed to have holistic and calming qualities, its warmed tones are sensitive to it’s placement within a hospital, capturing the values of the project and the tone of voice as well. Using a primary colour pallet of red, blue, grey and purple, each colour is uniquely adjusted to suit.

The secondary colour is a warm yellow which is used exclusively in identifying the volunteer scheme. The colour yellow was chosen because it is a primary colour which fits in well with red and blue taking reference from the CMYK printing pallet.

Board Number 02/04

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Visual Elements The way information is presentated echoes the calming qualities of the brand. Printed material is presented using simple 2 colours, spacial use and icons of the brand are used to decorate the identity. The heart icon offers a calming and recognisable element which it’s audience can understand and relate to easily.

Board Number 03/04

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Online Presence The online presence of the heart project will allow opportunity for not just national coverage but world-wide recognition into the ethical concerns and values the project is trying to bring.

The site will allow inquisitive visitors and local & national press to see where the current exhibitons are, what the exhibitions are showcasing and when they can go see them.

Other features could include enquiries into booking art therapy sessions and as well as giving a guide for what to expect and for formally obtaining applications for a proposed volunteer scheme. Branding would be used to identify the individuals using a warm yellow and red as identifiers, these would be placed onto badges and printed T-shirts.

Board Number 04/04

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Merchandise Opening a pop-up shop will allow the project to finance itself offering prints and other art and craft-based merchandise for sale, much like a museum shop. This opportunity could also be extended onto online purchasing.

The pop-up shop also emphasises the values of the project by providing an opportunity people to take pieces of art home and enjoy but also for those who may be at the hospital over a long term period to purchase items which they can take with them and have at their bedside until they leave.

Marketing Additional marketing for the event should be used to draw in potential visitors that would not normally be within the hospital. Considering how the space would be transported, the branding of the project should continue onto the transportation as well.

Marketing for the event should also be placed in local sites where the project is visiting. Posters, billboards and ambient marketing techniques would create hype about the event and draw in more people to the gallery.

The visual styling of the marketing will move through the gallery space using heart icons creatively. The exhibit space will be composed of mainly white boards and podiums for exhibiting work, branded using hearts and colour scheme.

Empasising the calming and hollistic qualities of the brand.