MAKING SPACE 

PROJECT: MAKING SPACE
CLIENT: AIME
AGENCY: M&C Saatchi

ECD : Mandie van der Merwe
CREATIVE DIRECTOR: Sam Dickson & Cameron Bell 
SNR ART DIRECTOR: Sam Rowlands
TYPOGRAPHY DESIGNER: Sam Rowlands
BRANDING DESIGNER: Sam Rowlands
COPYWRITER: Rubini Gun
PHOTOGRAPHY: Yasmin SUTEJA
TALENT: Olivia Yemi, Drew Jones

PRODUCTION: M&C Saatchi + Aime 

ARTICLES: 
VOGUE

Some people are given space.
Others have to make their own.

And it's usually the young marginalised artists who are the ones shut out of the art world.

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The Challenge 

AIME, (Australian Indigenous Mentoring Experience), is an award-winning organisation that uses mentoring and imagination to unlock the potential of marginalised youth to create a fairer world. They challenged us with one question, "how do we bring the young artists we work with and the art world together in a way that makes people pay attention?" 

 

We needed something that could house all of their work moving forward while still providing flexibility to let our own creativity shine through - so, we created a platform that could do both.

 

To “make space” is to find or generate a home within the art world for anything that doesn’t currently have one. The visual identity for Making Space is no different.

My Role 

While creating the platform’s brand guidelines, I developed a unique type treatment with the ability to flex across multiple artwork aesthetics and sizes while remaining coherent and consistent. Its bold colours and dynamic lettering are designed to make noise and draw focus to each artist we profile.

 

For the platform’s launch, we highlighted AIME artist Maddie Williams by making space for her on the back of every supporter and activist.

Artboard 10 copy 2
Artboard 10 copy 2

Making Space_Sam Rowlands Art Director

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Artboard 10 copy
Artboard 10 copy

Making Space_Sam Rowlands Art Director

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Artboard 10 copy 2
Artboard 10 copy 2

Making Space_Sam Rowlands Art Director

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