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
PIFF logo variations and typography exploration showing cinematic frame-inspired design elements
Brand identity system showcasing logo lockups, color palette, and typographic treatments
PIFF branding applications demonstrating flexible visual identity and color usage
Brand typography Akzidenz-Grotesk

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.

Early logo exploration sketches showing geometric shapes and cinema-inspired forms
Logo development process displaying various typographic treatments and mark explorations
Brand identity development showing progression from concept sketches to refined designs
Final logo design process demonstrating evolution from basic shapes to typographic solution

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.

Black and white photo of historic theater facade with PIFF branding and signage

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.

Street mural featuring large PIFF logo and festival branding on urban wall
Additional wild posting examples showing festival marketing in urban environment
Wild posting campaign showing PIFF promotional posters on urban surfaces
Street-level view of PIFF promotional posters applied to city infrastructure
PIFF promotional materials and merchandise displayed in organized layout

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.

Black tote bag displaying PIFF logo in clean, minimalist design
Film photography aesthetic image supporting festival's artistic vision
Atmospheric black and white portrait photograph aligned with festival's independent cinema aesthetic
VIP pass design showing PIFF branding applied to festival credentials

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.

PIFF program cover featuring festival branding and event information
Interior program spread showing event listings and festival information with consistent branding