Film Festival Rebranding
Taking a well known Chicago-based event, this rebranding reimagines film in the modern age. Using the artiface of filmmaking, the new identity system emphasizes the joy of motion picture.
Dark, Flickering, Frame, Focus
Original mark conveys themes of film artifice and image in motion
Initial sketches refer to spotlights, eyes/the gaze,
and a light spectrum as potential marks
Digital first drafts of the new mark experimenting with the light spectrum, spot lights, and focusing vision
The finalized redesigned mark plays into an ephemera of light in motion on the backdrop of 35mm film. The lockup features the typeface whyte inktrap to highlight a rectangular counter space reminiscent of film strips.
Mark used as a pattern but enhanced through the use of a gradient to create an illusion of theater lighting