MAUD

The Melbourne International Film Festival is one of the most anticipated events in Melbourne’s cultural calendar. But its visual identity, while synonymous throughout all of Metro-Melbourne, lacked consistency and cut-through across its annual campaigns.

As it approached its 70th year the festival team approached us to create a strong brand identity befitting of its extraordinary work and international profile.

Working with the MIFF team we immersed ourselves in the festival’s rich history to understand the important role it plays in the lives of its devoted fan base, ultimately creating a still familiar identity that recognised the equity and charm of previous iterations, but provided the flexibility to evolve and renew year on year.

Filmic elements like spot-lights and film canisters inform the re-imagined logo.  The simple geometric form inspiring a variety of animated logo resolves that  could be used throughout the festivals annual calendar of events. The re-imagined logo in turn inspired the creation of a custom typeface and icon suite, an extraordinarily important component that allowed the festival to create wholly unique and recognisable communications from third-party key art.

As part of an on-going commitment to the arts, we continue to work with MIFF in the creation of annual assets that help distinguish and celebrate each festival in its own unique way.