Exposure is the annual graduate exhibition for the College of Creative Arts at Massey University. As one of the College’s signature events, Exposure proudly showcases the work of emerging young artists and designers as they celebrate their achievements and take on the next step in their creative careers. Each year the Exposure identity is revitalised to reflect the new cohort of graduating students.
The key objective of the campaign was to attract prospective students, industry, stakeholders and businesses to the exhibition and then provide way-finding systems and collateral to ensure all events are easily located and accessed. The overall concept needed to be experimental, ambitious and progressive – reflecting the creativity and innovation of the College, while also representing the wide range of students and disciplines.
Our approach was to ‘expose excellence’ in a surprising and abstract way. This was expressed through a compelling, bespoke image of gold emerging from within a monolithic concrete form. The gold represents the emerging excellence of the students and exposure of their creative worth to the world. The unique imagery challenges people to consider what art and design is and what it can be. We developed a type lockup for the campaign and a frame that integrates with the render to draw attention to the gold element.
The exhibition is centred around the students themselves. Our campaign and environmental design created intrigue, introduced people to the exhibition and most importantly let the student work shine.