The Royal Children’s Hospital has won the Grand Prix and Commercial Interior awards at the 2012 Dulux Colour Awards.
Designed by joint venture partners Bates Smart and Billard Leece Partnership the RCH architectural and interior concept was inspired by nature and a desire to create the highest standards of human comfort. Congratulations to the team on a significant achievement. www.batesmart.com (Journal Issue 11)
The visual identity by R-Co also reflects the spirit of care in a park and the brand colours have been linked to assist RCH organise it’s messages – blue: information/education, red: excellence/leadership, yellow: celebratory/generosity, green: healing/caring, orange: unity/collaboration, and the additional colour, pink: compassion/supportive.
This branding colour strategy links the interior design with all the many communications that the RCH is required to produce – marketing, informational, corporate and institutional. In this way a sense of place and a sense of RCH style is consistently expressed. This builds brand recognition and reinforces reputation.
Working with architects who have been engaged with a large project like the RCH for many years, is always interesting. Architects often see visual identity and the application of the brand into the building design as an imposition. This is perfectly understandable when signage is placed, like giant stickers, into otherwise well considered spaces and façades.
Architects who understand that after their work is done the building and its purpose becomes part of an overall brand experience, recognise the long-term business agenda of their clients. Considering the inclusion of a graphic identity into the final built form also results in a complimentary and integrated design outcome.
In the converging environment where online and offline are creating immersive experiences, management of the brand expression is essential. The integration of architecture and interior design, place making, way finding, information, promotional and advertising messages and the quality of the interface between staff and customer, requires careful orchestration.
Every brand touch point is an opportunity to express the unique purpose of an organisation and encourage a positive legacy. The Royal Children’s Hospital is an example of this brand cohesion.