Melbourne Health Accelerator Pilot:
2016
Research Methods & Analysis, Poster Design, Document & Report Writing, Conceptualisation & Ideation
A collaborative program facilitated by Swinburne University between Laneway Labs, StartUp 61 and Melbourne Health in partnership with the Royal Melbourne Hospital (RMH). The brief involved creating a blended branding, graphic design, marketing and interior design solution to advertise and facilitate a health-tech accelerator program operating within the hospital. With the goal to support early-stage, growth-driven startups to work collaboratively with healthcare stakeholders to create clinically validated and viable products or services.
The role included undertaking extensive research into the medical sector and the stakeholders involved, studying literature and conducting interviews; then creating a range of concepts and designs for the program, from print material such as inspiring posters and flyers, to call-to-action promotional videos, interactive displays and an interior design plan.
A selection of pages from the MHx report document created for the client, which contains detailed research findings from both secondary and primary sources, ideation and concepts, along with a brand identity and wayfinding rationale. The style present throughout the posters, graphic artefacts and report is based on historical images gathered from the Archives of the Royal Melbourne Hospital.
The poster series created for the program uses these archival photos of real doctors and nurses who worked at the hospital in the past; creating a link for the current staff to see themselves represented through the previous generations at the forefront of innovation and change. Juxtaposed with striking text of inspiring words used to describe the incredible work they do; followed by a call-to-action so that they can be the new face of change. Stylistically contrasted to the typical graphic design treatments seen in healthcare around at the time, based on research.
The findings from the research thesis were published in the Proceedings of the 4th International Conference on Design4Health.
ISBN-13: 978-0-6480892-1-6
The abstract of the report talks about the collaborative and creative environment where start-ups and hospital staff could exchange knowledge and ideas, prove or disprove theories, and gain valuable clinical validation. This is crucial, as the medical sector is not an easy environment for establishing innovative practice due to necessary safety considerations and time restrictions of staff. This project created several innovative research outcomes based on user-centred research.
An interior floor plan was created for the program, designed in such a way to best control the flow of people through the space clearly and effectively. Using touch points and incentives such as food and coffee stations at the end of the room, and weaving in displays and stands of the start-up cohort along the way to allow for interaction between the healthcare stakeholders and the businesses seeking clinical validation.
Promo
Promotional materials created to advertise the pilot program within the hospital. Advertised where people have moments of hesitation or pause, such as near ATM machines, elevators, inside bathrooms, lining up food etc. Making use of corners where people slow down and look up as they turn, making the best opportunity for people to take notice of something on a wall; instead of just on the typically cluttered notice boards. Call-to-action videos displayed in high traffic areas such as elevators and wherever there are screens.