CCH needed a Film Fest logo and poster fast. They wanted to represent a cool, contemporary event to industry professionals comparable to Cannes and SXSW. They supplied no logos or designs from previous years.
Columbia College Hollywood - 2016 Film Festival Brand Identity
CCH gave me images from Cannes and SXSW to look at. I also looked back to Art Deco posters for inspiration.
I wanted to steer away from clichés. I thought of the eye as an image that both conveyed the emotion of the actors and also the viewer watching the movie. Eyeballs are also just fun images and could make a great, original icon for the CCH fest. Who wouldn’t want a tee shirt or coffee mug with an eyeball on it?
Another way to give the CCH film fest its own character is to look at their geographic setting in Southern California.
It’s great to start with a blank sheet of paper, but also daunting when you are under a tight deadline. I worked over the weekend and made five mockups to give them options for a direction.
It’s always difficult to judge when a client requests something ‘edgy’. Do they really want something new that pushes the envelope? Or do they want something ‘new’, as trend setters have been doing for the last five years? I tried to give them a variety of images to understand their tastes. I gave them the weird eyeball but also a film canister as an alternative. I also did one that was an obvious SXSW knockoff.
Once they chose the landscape with the spotlights and coyote we needed to refine this image. It took several iterations to get the right southern California landscape. This was a great client. They communicated their ideas clearly and we came up with a great logo and poster that they love.