Brand identity for unconventional cinema
Philadelphia Independent Film Festival
The festival founders needed a graphic identity reflecting their mission to showcase bold, unconventional cinema while appealing to diverse audiences across traditional and alternative Philadelphia venues. The brand required flexibility for multiple film genres and venue types.
My role: Brand designer developing complete festival identity system from logo through application guidelines.
Strategic approach:
- Analyzed film festival branding trends to identify differentiation opportunities
- Explored foundational cinema elements—frames, rectangles, and lens shapes—as design building blocks
- Tested multiple mark and logotype combinations before settling on typographic solution
- Developed flexible brand system accommodating diverse film genres and venue requirements
- Created implementation guidelines for consistent application across print, digital, and environmental graphics
Impact: Created a distinctive festival brand that effectively communicated unconventional cinema focus. Due to unexpected budgetary changes the identity I created was ultimately not implemented. If it had been adopted, I am confident that it would have contributed to increased submissions and attendance.
Deliverables:
- Complete brand identity system with usage guidelines
- Environmental signage and wayfinding
- Merchandise and promotional materials
- Advertising campaign materials
- Event collateral and program materials
Logo Development Process
Iterative design exploration of cinematic elements—frames, rectangles, and lens shapes—as foundational typography components. Multiple concept explorations led to a final typographic solution balancing experimental creativity with practical festival applications.
Urban Festival Presence
Bold street-level applications including theater signage and mural installations creating festival visibility throughout Philadelphia. Environmental branding captures independent film spirit while driving awareness and attendance across diverse neighborhood venues.
Guerrilla Marketing Campaign
Strategic wild posting campaign across Philadelphia neighborhoods creating grassroots buzz for independent films. A bold street-level marketing approach reflects the festival’s experimental nature while reaching diverse audiences through unconventional advertising placements.
Festival Merchandise
Branded merchandise including tote bags and branded items extending festival engagement beyond screening events. Design applications reinforce brand recognition while creating revenue streams and lasting memorabilia for attendees.
Festival Program Materials
A comprehensive program guide and VIP materials provide clear guidance for festival goers. Clean typography and a structured layout system organize film schedules maintaining brand consistency while enhancing the independent cinema experience.
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