I Do It

I do it is an exhibition featuring Wellington women out using real bikes for real reasons.

In Wellington, up to three times more men regularly ride their bikes than women. Victoria Vincent wants to help change this, and has created a collection of empowering photographs featuring women who ‘do it’ - inspiring others to do it too. Victoria says, “The images are realistic, what you see is what you get - but the joy in their faces is what ties them all together”.

To promote the exhibition, I designed (with assistance from my no.1 go-to design critic and all-round awesome collaborator Thomas Le Bas) a series of posters using Victoria's images and a fun, dynamic typographic treatment (with subtle Barbara Kruger allusions).