My assignment to design the brand identity for the 2023 festival. The required collateral for this project included:

Overview

Research for this project began with the history of the festival. It is a non-profit organization with a mission to develop independent voices in film. Observations of the natural landscape around the festival's home city revealed meaningful insights. Park City, Utah is a region abundant in mountains, canyons, forest, and other natural landmarks.

The natural landscape of Park City is similar to the organic approach the Sundance Institute takes to support independent film. It provides resources, guidance, and scholarships to filmmakers. What is particularly special about the festival is its distinction from studio-produced film. Independent films are less likely to follow trends & popular culture. As a result, independent film is often absent from common plot devices, tropes, and archetypes.

Organic imagery was the primary subject of exploration.

Research

• Typographic logo

• Poster

• Program spread

• Print advertisement

• Ticket design

• Badge design

• Digital banner advertisement

Logo

The Sundance Institute brings fresh perspective to narrative film, much like a gust of wind can bring fresh air. Wind is the inspiration behind the design.

The logo employs a display typeface with organic contours. The swashes are hand-drawn digitally to support the organic theme. The edges have subtle roughness to suggest natural brush strokes.

The logo uses cool colors match the cool feeling of fresh air. The analogous color scheme includes two pairs of blue and violet hues. The darker hues provide contrast to their lighter counterparts.

Still Navy

Gust

Cool
Violet

Lavender
Light

The display typeface used in the logo is also used for headers in the copy. Bufalino provides high contrast to the header typeface allowing for the clear hierarchy of information.

Color

Typography

Brand Materials

Software

Skills

Digital painting

Logo creation

Brand identity