Design > Corporate or Brand Identity
MARQUEE LETTERS
WAX, Calgary / CALGARY INTERNATIONAL FILM FESTIVAL / 2009
Overview
Credits
OVERVIEW
BriefExplanation
The brief was to communicate the excitement, immediacy and energy of the Calgary International Film Festival. This identity borrows from the visual language of the marquee signs that hang in front of most festival venues. The letters were gathering dust in the basement of Calgary’s Plaza Theatre, an independent movie theatre with strong ties to the festival’s organizers. They were happy to lend out letters from various old alphabets – in exchange we gave them a case of beer.
ClientBriefOrObjective
The challenge was to make the identity feel like a film festival identity, while trying to appeal to film buffs, without alienating people who may never have even considered going to a film festival.
Effectiveness
The Festival itself saw an increase in attendance, but the real success of this identity was highlighted by the number of poster thefts from festival venues.
Execution
The designer of this identity visited one of the festival venues after being briefed. During his walk-through, he noticed some marquee letters on the basement floor. The rest, as they say, is history.
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