Creating a fleeting identity for a perennial icon. (Read more)
The famed Sundance Film Festival came to us with an unusual request: to create branding that felt very “2015” and wouldn’t last forever. The eponymous festival, headed by the famed Robert Redford, was a beacon for independent filmmaking, often launching the careers of many noteworthy movie and film stars. But it was also massive in scale: from mugs and posters to pins, the design had to be flexible enough to adapt in 1,600 different places and hardworking enough to still convey a sense of currency and freshness.
The team came up with an identity system based on the eclipse, which provided a subtle yet evolved nod to the parent Sundance Institute’s identity. The mark highlighted the major themes of the Festival in union, projection, and aspiration, while also serving as a holistic visual metaphor for the event itself through the overlapping convergence of filmmaker and audience.