SFFILM

Brand refresh for a leading nonprofit arts organization.

About the project
SFFILM, San Francisco’s leading film organization, approached me to refresh their brand with a contemporary visual identity. The goal was to honor the organization’s cinematic heritage while introducing a fresh, accessible, and culturally relevant look that could engage both emerging filmmakers and longtime film lovers. The new system launched across digital and physical platforms, giving SFFILM a cohesive foundation that reflects its vision and connects with a diverse creative community.
Credits
Role: Creative direction, art diection, design

Client: SFFILM
Executive Director: Anne Lai
Director of External Relations: Justine Hebron
Project Manager: Danielle Kalcic
Mission-Statement-1

"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." 

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Colors
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Typefaces
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"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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Magazine
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Avatar
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This project is being updated – check back soon for more!

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