because_
(Context)
because_ was the BA (Hons) Graphic Design Degree Show in 2025 at Coventry University, where I led the Exhibition Design team in shaping the overall spatial experience of the show.
(Team)
Nishitta Puri, Sheryl Sequira, Nada Abdelraffea & Many More
(Scope)
Exhibition Design Lead
Spatial Planning
Way-finding Design
Print & Production Coordination
Cross-Team Collaboration
On-Site Install Lead
I led a core team of four while collaborating cross-functionally with branding, lens and catalogue teams.
I took responsibility for project delegation, internal communication, and stakeholder coordination to keep timelines aligned.
The final exhibition was designed to feel like a story visitors became part of the moment they entered the room.
I helped shape how the zones, Portfolio, Products, Catalogue, Gather, Portal, and Bikez, connected to guide people naturally through the space.
The focus throughout was on clarity, atmosphere, and creating a welcoming rhythm from start to finish.
Working with my team, I mapped the exhibition using user-journey thinking to understand how people would enter, move, pause, and transition between zones.
We chose ceiling-mounted wayfinding rather than a central map to reduce friction and make navigation feel natural.
This approach translated digital UX principles into a physical, human-centred experience.
To create stronger entry engagement, I proposed a hero project stand for each student, showcasing one highlight project at the entrance.
Placed on central tables, these stands offer visitors a deeper glimpse into our work beyond portfolio overviews.
This setup invites audiences to connect emotionally with the projects immediately, creating a natural bridge into exploring full portfolios.
The design focus was to spark curiosity, encourage storytelling, and anchor first impressions meaningfully.
We used large-scale banner with a group photograph to introduce the exhibition as a living story, not just a display of work.
Showing the people behind the projects helped humanise the space and build an instant emotional connection with visitors.
Every decision, from image scale to typographic tone and placement, was designed to shape a warm, confident first impression.
The portfolio tables were carefully planned to feel open, approachable, and consistent across the room, rather than rigid or intimidating.
We tested layouts to balance visibility of the highlight project stands with practical space for business cards and audience interaction, making sure every student was represented equally.
Scale, spacing, and structure were key to creating a system that supported browsing, conversation, and natural movement around the work.
These collages capture the behind-the-scenes moments alongside the final interactive elements that brought the exhibition to life.
From the drinks space and live Polaroid wall, where visitors became part of the story, to the goodie bag station with laser-cut keychains, stickers, chocolates, and handwritten thank-you cards, every detail was shaped to reflect our shared story.
These final touchpoints shaped the atmosphere of the space as much as the work itself.