We emphasised the number of years the festival has been running by creating a visual identity that uses typography to emphasise the number of years, 46. We also used a vibrant colour palette and spring imagery to reinforce the timing of the festival so that both filmmakers and film viewers on the film festival circuit would know to submit work and attend the festival. And finally we used classic imagery of San Francisco so that we could increase attendance of viewers and filmmakers outside of the city.

Attendance at the 46th Film Festival rose from 60,000 attendees to 80,000 attendees. Film submissions increased from 350 to 700. And the SF Film Society was able to surpass its capital fundraising goals by creating special events during the festival that leveraged the design and materials from our advertising campaign.