Touring Art Gallery Exhibiting in Hospitals

The Brief:

To create a brand for a major new touring art gallery, exhibiting in hospitals nationwide and featuring some of the UK’s most famous contemporary artists.

The Response:

I created parodies of medical paraphernalia to form a package to be used as direct mail or souvenirs from the exhibit including a prescription invitation, referring ‘patients’ to hospital on complaints of a lack of visual stimulation, and a medicine box filled with postcards, packaged into weekly doses. The medicine box also contained a patient information leaflet listing hospital addresses, dates of exhibits and artists featured, as well as warning of side effects such as cultural enrichment and relief from boredom. The box and pharmacy bag had interchangeable prescription stickers with different hospital addresses and dates on, adapting to each new location. The poster took visual language from outside the hospital in the form of an ambulance to advertise the exhibits.

This brief was set by D&AD and has been awarded ‘In Book’ in the 2011 student awards branding category.

www.dandad.org/awards/student/2011/categories/8/branding/07327/gemma-tovee