The North West Film Forum wanted to promote their Children’s Film Festival in Seattle and raise overall excitement levels about the event.

The big challenge was to make kids and parents excited about the event. Over the years, it had become one of those events on the calendar not actively looked forward to.

In words of our client: “People really liked them -- were wowed, in fact...we also had a fantastic attendance. Much more than previous years. But for me, the greatest value of the films, as for the rest of the design, was that sense of new maturity: we’ve arrived at the place where we want people to know that they have come to the right place”.

Seattle in January is dark, rainy and cold. We wanted to use the most ubiquitous symbol associated with this weather, umbrellas, and use them to get kids excited about the festival. We wanted to find a way to make kids think of the North West Film Forum and the excitement they found at the Children’s Film Festival, whenever they saw a colourful umbrella. At a broader level, we want to make NWFF a part of their lives, their memories and their nostalgia.