SFFILM
Brand refresh for a leading nonprofit arts organization.
About the project
SFFILM, San Francisco’s leading film organization, approached me to lead a creative refresh of their brand. The goal was to re-energize the visual identity and establish 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 resonates with a broader creative community, from Gen Z cinephiles to established industry professionals.
Credits
Role: Creative- art direction, design
Client: SFFILM
Executive Director: Anne Lai
Director of External Relations: Justine Hebron
Project Manager: Danielle Kalcic
Client: SFFILM
Executive Director: Anne Lai
Director of External Relations: Justine Hebron
Project Manager: Danielle Kalcic
"The process began with an in-depth exploration of SFFILM’s existing brand and audience touchpoints—identifying elements with lasting resonance and areas in need of evolution. From these insights, a new design system was developed, grounded in clarity, rhythm, and flow."
"A refined typographic hierarchy was developed that balanced boldness with elegance, a cinematic yet energetic color palette, and a flexible grid system adaptable across campaigns, social media, festival collateral, and digital platforms."
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