DESIGN WITH
THE 90%

Studio Matthews / 2019

Team / Principal: Kristine Matthews / Art Direction + Design: Jeffrey Underwood + Ian Campbell / Totes Fabrication: Coreen Callister / Photography: Rafael Soldi

Deliverables / exhibit graphics / hands-on interactives / marketing postcards / print + digital ads / print + digital promo materials

Recognition / SEGD Global Design Awards 2019, Finalist

Design with the 90% is an exhibition organized by Cooper Hewitt, Smithsonian Design Museum and hosted at the Gates Foundation Discovery Center. The exhibition features twenty-six projects from around the world that demonstrate how thoughtful design can improve quality of life in some of the world’s most marginalized communities.

The exhibition design was intended to reflect the values embodied by the work itself: honest, accessible, and uncomplicated. To support that approach, the material palette relied entirely on sustainable and recyclable materials, including industrial cardboard Sonotubes, heavy-duty kraft panels, and Tyvek that was later repurposed into tote bags and donated to local charities.

Building upon Studio Matthews’ conceptual framework, I led the development, production coordination, and implementation of the exhibition from design through installation. The project required balancing the goals of multiple stakeholders while navigating budget constraints, fabrication realities, and a wide range of exhibit content. My role focused on transforming the initial concept into a fully realized visitor experience, ensuring the design remained cohesive and impactful through every stage of execution.

Given the wide variety of artifacts, stories, and presentation formats represented throughout the exhibition, I approached the graphic system with restraint and careful balance. The goal was to allow each project to maintain its own voice while creating a unified experience through material consistency, thoughtful hierarchy, and a limited color palette.