Revitalising the Adelaide Film Festival’s branding identity: a strategic refresh.
Brief
Since 2015, the Adelaide Film Festival (AFF) has been distinguished by a unique brandmark inspired by the framing marks in a camera's viewfinder. These marks symbolise the festival’s window to the world of screen art. When our studio was tasked with refreshing the AFF brandmark in 2019, it was clear that evolving the existing framing marks would be the best approach.
Solution
Our refresh focused on modernising the brand while preserving the elements that the audience knows and loves. We aligned the visual identity with the festival’s new position and trajectory by refining colours, fonts, and graphics without losing their familiar essence. This approach ensured that the brand remained consistent across all materials, a critical factor in maintaining a unified brand image.
Results
The refresh minimised disruption. Unlike a complete redesign, which can create confusion and disconnection, our strategic design update allowed for a smoother transition, helping audiences adapt more quickly while keeping the brand's core intact.
