Client: Region Midtjylland &
Nation wide interest
In January 2020 we created the graphic identity for what was supposed to be a one day conference in May titled “Culture as Health Promotion” organized by Region Midtjylland with support from WHO and Sundhedsstyrelsen. The conference was sold, but then... you guessed it. Covid-19 forced a cancellation.
We then chose to rethink the project. Instead of physical conference we transformed it into a digital catalogue presenting the newest research within the field in an interesting and intriguing way.
CONCEPT & GRAPHICS
How do you embrace and intepret culture and at the same time merge it with references to the health sector? On top of that throw the well known identity of Region Midtjylland in to the mix, and you're in for a challenge. And what could be better?
Knowing that we would have a lot of video content incoming we used subdued colours (beige and dark green) for the overall design and combined it with Region Midtjyllands well known dark red.
The cultural part was added by using illustrations drawn uniquely for the project.
We had to shoot around 20 pitches with people working on this field. Our key challenge was to make video no. 14 you see at least as exciting as video no. 01. We introduced a few dogmas:
- Each person should bring an artefact with them that would symbolize the topic of their theme.
- We should have a least two camera angles to shoot the pitches in an unformal on/off set setting.
- We should use various backgrounds during the 20 pitches.
Below is a teaser. Go to www.kultursomsundhedsfremme.dk for the full experience.
We shot during 4 days in Aarhus and Copenhagen. Then we went into post production for a month before launch.
We won't say we weren't stressed out. But a deadline is a deadline, right?
Thanks to our amazing team on this project.
"Culture Works has been a pleasure to collaborate with. The field of culture and health is in many ways about implementing a paradigm shift. Therefore, it was obvious for the task to involve an agency as Culture Works that is characterized by youthfulness and innovation where young professionals, with a high aesthetic and delivery quality bar, can expand the horizons of opportunity and give the product a great focus on accessibility with modern instruments."
- Mikkel Ottow, Culture Consultant at Region Midtjylland
CW Group ApS
+(45) 292 848 71
DK-8000 Aarhus C
DK-2200 Kbh N