Branding
Every year, we partner with a design agency to develop a unique Sundance Film Festival brand identity for the next Festival. Since 2023, I have project managed this work and served as the primary point-of-contact for all email communications, file deliveries, contract negotiations, and feedback delivery with our creative partner.
Collaborators: Porto Rocha, Public-Library, Sundance Institute Creative Director, Graphic Designers, and Marketing Director
Tools used: Figma, Adobe Creative Suite, Google G Suite
Thinking Evergreen
After years of creating a new Festival brand every year, with unique logos, typography, and graphics, we sought to develop an evergreen Festival brand system in 2023. This evergreen system needed to be flexible enough to evolve with each new Festival while maintaining a consistent framework.
Project Kickoff
I worked with the Creative and Marketing Directors to develop an RFP outlining our creative objectives, budget, and timeline for developing the evergreen system and 2023 Festival branding. I sourced and shared reference files of our deliverables (digital, print, motion, environmental) for our partner to create proof-of-concept applications against.
Design Review
Once our design partner was selected, I negotiated the contract and we started developing the new brand system. I coordinated reviews, feedback delivery, and stakeholder approvals through multiple delivery rounds.
Defining the System
By the end of summer 2022, we successful finalized and signed off on a new evergreen Sundance Film Festival brand system and a distinct 2023 identity operating within that system. I compiled and edited the brand guidelines PDF to share out with the team and future collaborators.
Evolving the Brand
For the 2024 Festival, we completed our first evolution of the evergreen brand system after introducing it in 2023. We will continue to build brand recognition with this new identity as we enter our third year of using this system and further expand our Festival presence internationally.
Credits: Porto Rocha, Public-Library, Sundance Institute
