Southern Resident Orca, Projections - David Ellingsen, hcma Victoria Artist in Residence 2021
Typographies of Care I - Shirley Wiebe, hcma Artist Residency 2020-2022
The Care Quilt by hcma staff from hcma Day 2022
Mansi Patel, Light & Space workshop, hcma 2022
“Aligning artistic and corporate personalities into a cohesive project can be challenging. My experience with Bandana at the helm of hcma TILT residency was seamless…excellent, clear, consistent communication probably being the most outstanding element she brought to the table. We always knew where we stood at any moment, what was our “next step”, and it seemed to me she related to all involved with equal professionalism and generosity. I would heartily recommend her for any projects in the design, art, and production arenas.”
Tilt - Refresh and Rebrand
Design research and embedding internal co-design
The curiosity lab had a long history in the main office of Vancouver. However, its activities and impact (such as artist residencies, staff led creative initiatives, talks and other experiences), needed to be aligned across two new offices in Edmonton and Victoria.
Refreshed clarity was also needed on the next iteration of Tilt. The design research identified Tilt as a service. Then research activities investigated who the lab provides this service to, what its parameters for experimentation and how the services could be extended to new offices in different cities with various levels of staff and different but complimentary cultures.
This included providing services and experience for 120 staff across all offices, with 7 original artistic projects across mediums, and several large all day experiences called hcma Day experience design during the pandemic. Facilitated experiences with artists and with staff across offices took place both virtually and in-person.
Qualitative interviews, and design activities (such as Love Letters to Tilt) helped to focus on users experiences - including experiences from outside the company such as partners and community members who also participate in Tilt experiences.
The design research narrowed in on:
Understanding that the central users of the lab are hcma staff who use Tilt experiences to further their understanding of design, culture, creativity and curiosity.
Three major pillars that are fundamental to Tilt regardless of it’s iteration - is to explore, to provoke, to collaborate; these pillars help orient people as they enter a making, dreaming, boundary pushing space that could be amorphous.
Aligning the lab with hcma’s refreshed brand. Although Tilt is not a separate entity from hcma, the lab has always had a unique visual identity. The communications design team used insights from the design research to produce the next iteration of the Tilt visual identity.