As a distinct graphic developed within a larger scheme focused on nature, the parent's lounge presented a unique set of requirements and challenges. Environmental graphics are highly contextual design interventions and the solutions are driven by the nature and function of the space and the specific requirements of the users.
The parent's lounge is a small room tucked off a corridor in the Oncology Ward on Level 7 of the WCH – a place where their child would be staying, sometimes for extended periods, and being treated for serious illnesses. In this emotionally weighted environment the parents are offered a place of respite to withdraw from the issues at hand and to reflect quietly. The challenge for this space was to provide a graphic that supported a reflective process but which could not in any way be construed as patronising or likely to trivialise the parent's presence and use of the space.
The abstract work titled: The Big Picture references the breakthrough moment we experience as individuals when our thoughts and feelings are elevated – when we can reframe the difficult situation at hand and see things in a much greater context. The collection of ornate, gold frames are a thoroughly overstated feature in such a modest room and quickly seen as a parody of the serious. The frames are loosely representative of a collection of perspectives and experiences likely to be present in the room over time. The cloud image speaks discreetly of one whole picture – the large (possibly shared) view that is contained and present in a disparate collection of frames or experiences. The frames become a window with which the viewer can reach beyond and through.
In an interior graphic scheme oriented primarily toward children, the parent's lounge graphic is instrumental in defining an adult space and offering a chance to restore and reframe. A simple, abstract and conceptual scheme that speaks quietly to the parent's in a time of serious reflection.
Award of Commendation.
Design Institute of Australia (DIA)
Through an independent assessment by our team in design, business operations and marketing, the case for brand change becomes clearer and developing the business case becomes easier.
A successful brand will accurately represent your organisation in all relevant markets, project the desired positioning and support the strategic business objectives. Evolving or renewing a brand is one of the most critical decisions your organisation may face and one that has the potential for significant market ramifications – both positive and negative.
We will quantify the value of your existing brand, its viability and relevance in specific markets, benchmark against your competitors, assess its suitability to represent the organisation and determine its remaining lifespan. We consider all aspects of the brand from the visual identity through to the day-to-day brand collateral.
The brandopinion results in a comprehensive document that will provide your business with the support to make strategic decisions for brand development and determine a case for change.
“The brand opinion developed by Working Images provided great clarity for our company in the early planning for rebranding. It gave us a really clear indication of the value of our brand, where it was working and where it wasn’t and from there we could move forward”.
Through a strategic, facilitated working session we will identify and define the aspects of your business that make it unique. Your business fingerprint that lies at the heart of your business.
To create a unique brand, your business needs to be distinguished by more than what it does. It must be defined by its characteristics, values and attributes – the innate qualities at the core of the business created by the business leaders and staff that define its vision, direction and strategic objectives.
A successful brand is a synthesis of what your stakeholders want and who the business is. A stakeholder is anyone that has a relationship with your business – the board, executives, management group, an associated investor group, your shareholders, clients or a niche market. All of these people have influence and therefore need to be considered in the development of a new or revitalised brand.
brandprofiling results in the development of a comprehensive document that will ensure your brand reflects the strategic objectives and embodies the qualities that make it unique. The process will also hone your core messaging, benchmark the existing brand and facilitate greater clarity at an organisational level. All ensuring differentiation in your market.
“what surprised us was the tremendous amount of clarity the brand profiling process brought to the whole organisation. It was not just useful for developing a brief for the new branding, it really helped us define an overall market position and singular vision for the organisation.”