University of Iowa Hospitals & Clinics

HOLDEN COMPREHENSIVE
CANCER CENTER

The Creative Brief

The state-of-the-art Holden Comprehensive Cancer Center at the University of Iowa Hospitals and Clinics was looking to create a unique way to display their staff. Creative Mellen was contacted not only to concept and design the look but also recommend functionality and build quality in the display.

The Strategy

The University of Iowa Holden Comprehensive Cancer Center interior architecture features flowing transparent wall art and stainless steel accents throughout the entry and lobby area. To keep the display light and airy, we created similar flowing transparent panels as the foundation. These color panels matched the wall art throughout the space creating a nice, cohesive element. Clear, layered panels and small shelving allowed for the enclosure to hold the staff pictures and titles securely. We designed the shelving to accommodate large and small format images. Stainless steel grommets and signage represents the final layer allowing for great readability that matches other sign elements throughout the space. While this display is light and airy, the layered elements create depth and flexibility for elements to be updated throughout the life of the display.