The challenge.

Eighteen has always been a turbulent time. There’s always been a whole lot of questions attached to that age bracket, but right now it feels like young women are living in an increasingly insane era. A mental health crisis, social media pressure and intergenerational change are just some of the issues facing the young women of today. Not to mention the ever-present issues of body image.

The YWCA knew that the girls they work with are tired of seeing one-dimensional, inaccurate representations of themselves in the mainstream. So, as part of their ongoing mission to raise the voices of every girl and women, 18x18 was born. An exhibition celebrating the voices of eighteen Auckland girls on the brink of adulthood. Spruik was tasked with helping to bring the stories of these girls to the public through a range of collateral.

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OUR SERVICES

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OUR SERVICES

The solution.

The solution.

Driven by the passionate team of Verity, Susanne and Coco at the YWCA, 18x18 is a riot of turbulent, exciting and daunting experiences. The heart of the exhibition consists of eighteen sets of images for each of the eighteen girls, shot in each girl's bedroom and then the surrounding significant places in their home. The heart of the marketing collateral was the exhibition book, which documents each girl’s story. Through its honest, gritty and gorgeous storytelling, it celebrates and challenges the stereotypes of youth.

We wanted the images so beautifully captured by Susanne and Coco, and the words so beautifully recorded by Verity, to be the focal point of all collateral and not be lost with extraneous design elements. We wanted each young woman's personality and story to shine through. Their concerns, fears, hopes and dreams are talked about in an honest matter of fact way, and we wanted to honour this by ensuring the design was also honest and matter of fact.

Brand Management \ Graphic Design \ Digital Marketing \ Advertising \ Print Management \

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