SFFILM
SFFILM, San Francisco’s leading film organization and home of the longest-running film festival in the Americas, approached me to lead a creative refresh of their brand. The goal: re-energize the visual identity and set a new creative tone that would resonate with a broader audience, from emerging filmmakers to lifelong film lovers.
SFFILM needed a contemporary visual system that could honor its cinematic heritage while feeling fresh, accessible, and culturally relevant. The identity needed to bridge the gap between tradition and innovation – engaging younger audiences while still respecting its loyal base of film aficionados.
The refreshed brand launched across digital and physical platforms, marking a new chapter for SFFILM. The organization now has a cohesive visual foundation that reflects its vision and speaks to a wider creative community — from Gen Z cinephiles to established industry professionals.
Disciplines: Brand Refresh, Visual System, Campaign Design, Digital Assets, Print Collateral
Credits
EXECUTIVE DIRECTOR
Anne Lai
Anne Lai
DIRECTOR OF EXTERNAL RELATIONS
Justine Hebron
Justine Hebron
MARKETING & COMMUNICATIONS PROJECT MANAGER
Danielle Kalcic
Danielle Kalcic
ART DIRECTOR/LEAD DESIGNER
Patricia Lindberg
Patricia Lindberg
I began with a deep dive into the existing brand and audience touchpoints – exploring what felt timeless and what needed evolution. From there, I built a new design system rooted in clarity, rhythm, and story.
This included a refined typographic system that balanced boldness and elegance, a modern color palette that felt both cinematic and energetic, a flexible grid and layout language adaptable for campaigns, social, festival materials, and digital assets, and visual treatments that celebrate the art of film without overwhelming the message.
The new identity elevates SFFILM’s voice while creating space for play, movement, and modular storytelling.
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