Sundance Film Festival

Finding a New Way to Shine the Spotlight on Cinema's Most Iconic Indie Film Festival

This branding project was a ground up rebrand as well as a marketing campaign and merchandise for the event.In order to communicate how this event is not only just a celebration of film but specifically indie film makers, the project strayed away from the clean corporate look since the main audience is the scrappy underdogs of the film world. Perfection and simplicity are avoided, the overall look is rougher around the edges and a little off kilter.

Logo Design

Due to the event being a film festival, it was important to implement that into the actual mark. The mark itself is a visual metaphor combining a sun with a film reel. The typeface chosen for the signature is courier, as that is the typeface typically used for film screen plays. The colors are a bright orange in order to be eye catching, as well as connecting to the sun aspect of the event name.

Poster Series

To illustrate the indie feel of the Sundance Film Festival, grunge aesthetics was chosen with collage and torn paper as well as black and white image treatments. In terms of typography ransom note type was used as it symbolizes various different elements coming together to create something unique, which is what Sundance is all about. Various quotes from films to create a type as a texture for the background.

Event Tickets

The grunge visual language and typography was maintained from the poster series.

For the general admission tier tickets, a sepia tone color palette was chosen for the collage to carry forward the brand's yellow orange color scheme while sustaining that rougher around the edges look.

For the VIP tier tickets, the background is a collage of the poster series (or a collage of a collage) and mixes the color palettes to create a triadic color palette in order to elevate them from the general admission tier.

Street Banners

To take advantage of the format of street banners, sets of banners were designed as diptychs. The banner sets take elements of the previous deliverables and separating them while still having elements connect harmoniously.