GOING BEYOND SIGNAGE by Landor London for Great Ormond Street Hospital/ GOSH


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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market United Kingdom
Agency Landor London
Associate Creative Director Ben Marshall
Released November 2010

Credits & Description

Category: Public Spaces
Date of First Appearance: Nov 25 2010
Associate Creative Director: Ben Marshall (Landor Associates)
Design Director: Carl Halksworth (Landor Associates)
Senior Designer: Joshua Leigh (Landor Associates)
Senior Client Manager: Michelle Fero (Landor Associates)
Media placement: Wayfinding System - In Hospital - November 2010/ongoing

Describe the brief from the client
For over 150 years Great Ormond Street has been and remains one of the world’s leading children's hospitals, offering the highest levels of medical care to children. Over that time the hospital has grown to encompass many buildings across one site, all of which make it very difficult for visitors, patients, and staff to find their way around. Due to a major redevelopment program due to open in 2012, Great Ormond Street felt it was the perfect opportunity to review the way-finding and signage strategy.

Describe the challenges and key objectives
Our brief was to provide a theme, naming solution and guidelines for the floors and wards, to aid wayfinding. It needed to interest children, families, staff and have long-term appeal.

The hospital’s philosophy, the child first and always was at the heart of our strategy. With naming, we had to be creative whilst adhering to strict criteria—no negative cultural connotations, not abstract, and simple for non-English speakers to pronounce. We drew inspiration from the natural world - a theme that was already established within the hospital, and one which gave us the richness and diversity to create a captivating environment.

Describe how you arrived at the final design
The new theme and way finding system at Great Ormond Street Children’s Hospital provide clear direction in ways children understand, and animal characters appealing to all ages of the Hospital’s patients provide therapeutic distraction throughout the journey. Not just how to get there, but entertainment, education and a community of friends.

We split floors into natural habitats from living in the oceans (lower ground floor) to living in the skies (top floor). Our work has had a positive response from patients and families and the client is delighted with the new system, which will be implemented throughout the hospital as new buildings open.

Give some indication of how successful the outcome was in the market
‘We are delighted with the 'Natural World' wayfinding system that the consultancy created for Great Ormond Street Hospital. It met the exact brief we supplied in that it provides clear direction for visitors to find their way around the hospital and a charming and welcome distraction for our very young patients and their families. It engages adults and children on various levels and the personalities of the animals really shine through. Everyone we have shown the work to has been incredibly impressed and enthused - including our supporters, architects, staff and, of course, our patients.’

Lesley Miles, Director of Marketing, Great Ormond Street Hospital Children's Charity