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The Challenge
Original conditions rendering |
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The Solution |
...at the end of the exercise, I tossed in the graphics
for the renovated building. It just felt like
something was missing. Even with the new red brick
color added to the white building face, there
was still no obvious visual connection to the
M.O.B. So I threw in several versions of the graphic
lines you see above. One exactly matched the graphics
on the M.O.B. The one shown above was my reinterpretation
(a sort of update) on the graphics. The same...but
different.
The team loved it....and so did the client's CEO.
It was one of those wonderful AHA!! moments.
We
also produced a video and large format boards
of the proposed clinic interiors for CTCA's publicity
event. I functioned as project coordinator for
the video which we outsourced. I photo-edited
stills from the video for the boards and they
finished parts of the video and sent me the individual
stills. Working with CTCA's marketing director
in Philadelphia, I outsourced the boards to a
printer in Philly knowing that time would most
likely run out on us. Because of our rushed timeframe
I suspected that it would become critical for
her to be able to basically grab the boards as
they popped off the press. True to my instincts,
she was picking them up the morning of the event.
the last one was being printed and mounted as
she was driving to the printer.
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This was the firm's 3rd CTCA project. The client
had bought anolder, white brick building depicted in the small image abolve (this column) to
house their Philadelphia Clinic. The project scope
included an interior renovation for re-use only.
Essentially no budget had been alloted to update
the exterior face of the building.
CTCA has an upscale brand and, to me, it seemed
like such a wasted opportunity to create a campus
feeling to the site.The building behind (on right
side of thelarger image at top of page) is a Medical Office
Building. The two buidings are visually connected
by the entry and breezeway stretching between the
buildings. It seemed important that the
"new" CTCA building visually married
the style of the MOB to the renovated clinic to
form a campus.
So I pursuaded the project manager to give some thought to at least painting the exterior and he finally asked me to come
up with an assortment of color combinations for
the brick, mullions, & glass so that they
could make a decision of what worked best, I gave
them 17 different combinations...with a bonus....
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