Vulnerably Masculine - Case Study

Overview:
'Vulnerably Masculine' is an immersive video and audio installation exhibited at Toi Whakaari: New Zealand Drama School. The work explores masculine identity through the embodied perspectives of male dancers, using movement and spoken word to question, confront, and reimagine what it means to be masculine today.

Brief:
Create a cohesive brand identity and marketing suite for a multimedia installation that critiques and redefines masculinity. The experience needed to feel emotionally rich and accessible, bridging performance, visual storytelling, and digital design to guide the viewer into a space of reflection and empathy.

Deliverables:
- Brand Identity
- Social Media Marketing Collateral
- Signage
- Exhibition Installation Design
- Video/Photography

Creative Direction:
The visual language was guided by the project’s central theme: contrast. Tone and design choices reflected the balance between softness and strength. Marketing materials and signage aimed to mirror the installation’s immersive quality; subtle, honest, and emotionally direct. The use of raw, intimate video and layered projection created a space where vulnerability could be both seen and felt, amplifying the dancers' personal narratives.