Responses by Anna Murray, photographer/art director, PATTERNITY
Background: The purpose of this project was to use our multi-platform pattern approach to help communicate the work that the biomedical research charity Wellcome Trust does in the field of infectious diseases. We wanted the window displays to encourage people walking past Wellcome’s busy Euston Road headquarters to stop, slow down and look deeper in order to learn something new about Wellcome and how its work might relate to their own lives.
Reasoning: Titled Infectious Pattern, the campaign incorporated bold graphics and 2-D and 3-D elements, which lived in the windows. Their main purpose was to use eye-catching pattern designs to draw in people’s attention.
Challenges: Bringing all the elements together with short turnaround. Collaborating with a scientifically minded organization meant that abstract concepts and nonlinear metaphors had to be explained. It was essential that the science was factually correct at every level.
Favorite details: The window displays boldly represent our approach to eye-catching pattern design. They use giant shapes, textures and linear designs to celebrate both visual and nonvisual patterns, from morphing Turing patterns of diseases, as seen under the microscope, to bold concentric circles representing the positive ripple effects of the scientific approach.
Anything new: Having worked on many projects within the fashion and design worlds, it was really wonderful to conduct deep pattern research in the realm of scientific research. We unexpectedly discovered the strong synergy between the worlds of creativity and science when we heard about the role that pattern recognition plays in the fight against infectious diseases.
Visual influences: The core of this concept was the idea of chaos and structure. We first looked at the patterns of disruption caused by the impact of infectious diseases and used broken lines to depict the systems. Then we used big, bold shapes and concentric stripes to represent the power of research, repetition and order.