Brand Identity
Typography
Illustrations
Editorial Design
Binding
3D Animation
Augmented Reality
User Testing
Research
Pressure Points explores the pressures women face during family gatherings, using paper cut-outs and augmented reality to affirm independence as a valid path.
problem
Many young women across Aotearoa experience recurring pressure to marry, particularly during cultural and family gatherings. Occasions such as Lunar New Year, Christmas, and Matariki are intended for celebration, yet they can become emotionally draining when expectations begin to overshadow achievements and individuality.
process
A qualitative research methodology was used, combining anonymous interviews, case studies, academic literature, blogs, and documentaries. This ensured the stories remained respectful and culturally grounded, avoiding assumptions and accurately reflecting the perspectives of the audience.
Ongoing feedback from interviews and user testing enabled refinement and validation at each stage. This revealed the formation of a strong emotional connection, with many participants seeing themselves or friends in the stories and expressing relief in knowing that women from entirely different backgrounds feel the same pressures.
outcome
Pressure Points is a storytelling experience that captures the emotional weight of family expectations during moments meant for celebration. Each of the five stories demonstrates how women face marriage pressure differently across cultures while sharing a similar struggle.
This approach addressed a gap in how stories like these are shared. Rather than focusing on information-based campaigns, Pressure Points reimagines storytelling through layered print visuals, text, and sound, creating a more immersive and emotionally captivating way for audiences to connect with women’s experiences.
Layered paper cut-out illustrations convey both the visible events and the hidden emotional weight of each gathering, while augmented reality reveals the unspoken responses from women, enhancing empathy and sensory engagement by exposing what is normally unseen.
The book’s minimalist design system presents information clearly, while custom patterns connect each narrative to its heritage. Together, the patterns create a sense of cultural harmony, visually reinforcing how different communities are united by similar pressures. The Coptic binding with a French link spine strengthens this idea, physically binding the stories together as one.
impact
Pressure Points creates a powerful impact by giving a voice to women who are often judged or misunderstood within their own families. Through relatable storytelling and cultural authenticity, the project empowers readers to reflect on their own situations and feel supported in their choices.
Ultimately, it serves as a supportive tool that women can revisit whenever their worth is questioned. It reminds them that independence is not an absence of love or achievement but a path they can choose proudly for themselves.
other work
Pressure Points
Hidden beneath the layers of celebration
