The Insight
The YWCA saw a clear challenge.
The girls they work with feel tired of one-dimensional and inaccurate representations in mainstream media.
So, they created 18×18.
This exhibition celebrates the voices of eighteen Auckland girls on the brink of adulthood. It gives them space to be seen and heard on their own terms.
To bring this to life, Spruik developed an exhibition brand identity that presents these stories in a clear and compelling way.
The Strategy
Driven by the passionate team at the YWCA, 18×18 captures a mix of turbulent, exciting, and confronting experiences.
At the centre of the exhibition sit eighteen sets of images. Each set reflects one girl’s world. Photographers captured these moments in bedrooms and other meaningful spaces within their homes.
In addition, the exhibition includes a central book. It documents each girl’s story in her own words.
The storytelling feels honest and direct. It celebrates young women while also challenging common stereotypes around youth.
The Creative system
Our objective was simple.
We wanted each young woman’s personality to come through clearly. At the same time, we ensured the design did not overpower the stories.
These stories explore concerns, fears, hopes, and ambitions. They feel real and unfiltered.
To support this, the exhibition brand identity needed to feel:
- Honest
- Accessible
- Engaging
As a result, the design supports the stories rather than competing with them.
Word spread quickly through the community. Consequently, new audiences came in beyond the initial network.
More importantly, the exhibition sparked conversation.
Visitors spent time with the work. They reflected on the stories. They connected with perspectives that are often overlooked.
Because of this, the exhibition did more than attract attention. It created lasting impact.
Awards
Best Design Awards 2020, Design Communication – Finalist
