Branding for Sundance Film Festival

Each year a community of filmmakers and film enthusiasts meet in the mountains of Utah for a marathon of screenings,panels, seminars and parties. Many people wait outside the Sundance’s venues for a chance to join the crowd inside and share a magical experience. Powerful distributors and streaming platforms will grant the opportunity to see the light of day to some lucky winners.

Bright bold colors and geometric shapes make up the festival’s identity. I wanted to walk away from their previous design choices and give Sundance a new personality.

An exquisite high contrast typeface accompanied by lightweight geometric sans serif make up the logo. The photograph of a woman looking up and a sparkle stick can be seen in some of the material.

The imagery I used reflects the intimacy of the event itself, and it attempts to evoke a sense of magic. The intent of my artistic choices was to spark a sense of wonder.

Sketches