Queer Film Festival Utrecht
Boundless cinema reclaimed
Queer Film Festival Utrecht had slowed gained traction in the city of Utrecht, as a niche and edgy art house queer representative, and as a platform for an artistic and colorful community. With five years in, QFFU was now ready to take it up a notch. From the visual identity to the tone of voice, to the festival campaign, the room for improvement was obvious. We were given the honor to design QFFU anew, in its totality.
QFFU had a ton to say, but needed a clear voice. By meticulously analyzing how their values, archetypes, personality, and sweet spots combined, we were able to give them an identity that conveys their message to a target audience and an expanding on and offline following. The tagline gave them reassurance, confidence, and a battle cry. By examining the professional field of film and queer festivals, we lifted their communication to a more professional level, helping them attract subsidy, personnel, and volunteers to facilitate the event operations. After the rebranding, QFFU was able to take a new step in every direction.
The value we added
The strategy — By formulating sweet spots — cool but educated, edgy but cute — we guided the design towards a specific point where the identity of the festival could line up with its audience and programming. And, taking into account how the festival should be able to grow over time, we realized that an instantly iconic logo would be essential to gain attention and durable recognizability in a bustling city like Utrecht.
The design — The idea of being boxed in and of moving beyond borders became central to the overall design. The tagline 'Beyond the frame' inspired a visual language of fluidly flowing lines, and straight shifting frames, that define both the film screen and the sociocultural frames that restrict queer identity. The colors magenta and light grey refer to the pink movement behind LGBTQIA+ rights and to vintage black and white movie legacy.
Cool but educated, edgy but cute
Photography: Lila Rodrigues and Marcelle Ohm
Top tier professionalism, thoroughness and all around great people to work with. Everything you need in one place for your branding or campaign.
- Cosmin Gradinariu
- Marketing & Communication Manager of QFFU
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