Description:

In 2024, Auckland Art Gallery Toi o Tāmaki marked a pivotal moment in Aotearoa New Zealand’s contemporary art scene by presenting two major exhibitions side by side: the Walters Prize and the inaugural Aotearoa Contemporary. This bold pairing celebrated both established and emerging talent, and reflected a bicultural, intergenerational vision for the future of art in Aotearoa.

The Walters Prize, established in 2002, is Aotearoa’s most prestigious contemporary art award. It honours artistic excellence and innovation, with a strong legacy and loyal base of supporters. Aotearoa Contemporary, developed in partnership with Ngāti Whātua Ōrākei, is a new triennial exhibition platforming early-career artists. It offered an opportunity to reach new, younger, and more diverse audiences—many visiting the Gallery for the first time.

The creative challenge was to develop two distinct but connected visual identities. Each needed to speak to its own audience and purpose while existing harmoniously in the shared physical and conceptual space of the Gallery.

Our approach drew on culturally grounded visual references that were reimagined through a contemporary design lens. For the Walters Prize, we reinterpreted the iconic koru forms of Gordon Walters—one of Aotearoa’s most influential modern artists—through custom typography and vibrant new colourways. This retained the gravitas of the Prize while infusing it with fresh energy.

For Aotearoa Contemporary, we were inspired by the tukutuku panel cross—a symbol of many elements coming together in unity. From this, stylised ‘o’ and ‘x’ motifs were developed as flexible anchors for both exhibitions, functioning independently and in dialogue. These symbols underscored the relational nature of the two shows and embodied the cross-generational, cross-cultural nature of the project.

A bold palette of warm red, lemon yellow and light purple was chosen for its energy and generational resonance, allowing the identities to feel dynamic and inclusive. Typography and layout systems balanced consistency with individuality, ensuring each exhibition retained its own voice within a unified system.

The identities were rolled out across a wide range of applications—from large-scale exhibition graphics and print collateral to digital campaigns, merchandise, and out-of-home media. Each identity was tailored to its audience: the Walters Prize featured an in-depth collectible publication, while Aotearoa Contemporary was accompanied by a free, youth-focused zine that was shareable and accessible.

The outcome was a seamless, engaging visitor experience that encouraged movement between the two exhibitions and offered a welcoming environment for all. Together, the shows attracted over 80,000 visitors—more than double the 2018 Walters Prize audience. Importantly, a significantly younger and more diverse crowd engaged with the exhibitions, with feedback praising the welcoming, energising, and contemporary atmosphere.

This project demonstrates how thoughtful design can bridge legacy and innovation, tradition and experimentation. It was a celebration not only of artists, but of the communities, cultures and audiences that contemporary art in Aotearoa speaks to—and grows with.