After several successful years in Indianapolis, Middle Coast Film Festival made the move to Chicago. Without any brand recognition in the city, the team partnered with a local theater to host and looked next to form a brand that would be original and help them to make a name for themselves. A quirky festival with incredible programming marketed itself as a ‘film festival for filmmakers,’ and wanted their brand to speak to truly indie artists.

Though the former logo had served MCFF over the previous season, the original mark and logo used a transparency and lacked flexibility. Created to showcase film and movie culture in between the two coastal cultural capitals of America so we kept some of the ideas related to the tropics. The last few years successfully used the flamingo as a brand motif so I worked to create custom illustrations to use across the assets. Ultimately, I drew on memories of South Beach, exploring art deco influences, for the custom type in the logo.

Role: Creative direction, design and illustration

Deliverables: Logo design, branding, typeface design, digital, web and print design.