Our team developed a brand identity for Newfest's New York LGBTQ+ Film Festival that allowed vital event information to be quickly and easily read and digested in a punchy and vibrant way, while also feeling just as fun, flexible, and unique as the LGBTQ+ community. Through the use of large, bold, demanding typography paired with euphoric and dreamy colors, we created a look that catches the eye of anyone and everyone. The goal was to build a brand identity that felt authentic to the LGBTQ+ community and also celebrated queer films.
The grid system within the design is a call back to vintage tickets and clapperboards, but functions as an organizational container to house information. The bold varied typeface also draws from the world of film, while also representing the diversity and individuality of the LGBTQ+ community. Our technique of blurring untraditional solid colors into this blissful field of color is representative of the power within the LGBTQ+ community - millions of combinations that can't be duplicated, and no one is quite like another.
My role within this project was design intern, and in this role I helped ideate design concepts and pulled swipe for our exploration process to help visualize what we wanted this to look and feel like. I researched vintage film references to help land on the idea to use a grid system to hold information, as well as help form the color palette and create the swirl imagery. I also taught the other designers a trick on how to apply texture to type in a physical form so that it looks real and gritty, rather than computerized and fake.
Alejandra Moran: Account Executive
Jayne Goodall Senior Art Director
Robyn Makinson: Design Director
Josefina Costa: Senior Designer
Jayme Underhill: Design Intern
Stella Tessarollo: Design Intern
Michael Bonavita: Senior Communications Strategist
Mikaela Uricheck: Senior Brand Strategist
Myna Sharma: Account Supervisor
Nestor Ends: Project Manager
Nia Shima-Franklin: Copywriter
CREATED AT THE MARTIN AGENCY
Below are social media posts to promote the film festival on Newfest's instagram. I helped construct social posts after all other layouts were designed and used those as reference for building the social media posts, but reformatting for social dimensions.
