FACETS Cinema
2021
We were given the opportunity to rebrand the longstanding Chicago film non-profit, Facets. In order to develop a new strategic direction and accompanying identity, we worked directly with the Executive Director, Marketing Director, and the Group Strategy Director from TracyLocke.
Our team worked collaboratively to strategically identify the problem at hand, ideate a transformative vision for the brand, and conduct the extensive research that underpins our proposed identity changes. After conducting an audit of similar film organizations and locating audience opportunities, we determined our strategy proposal which recommends a focus on young adults in film-making and other creative arts.
Our team worked collaboratively to strategically identify the problem at hand, ideate a transformative vision for the brand, and conduct the extensive research that underpins our proposed identity changes. After conducting an audit of similar film organizations and locating audience opportunities, we determined our strategy proposal which recommends a focus on young adults in film-making and other creative arts.
For this, we proposed a name change to FACETS Cinema to clearly identify the organization for new audiences. Drawing inspiration from Moholy-Nagy’s photograms and films, we explored
experimental warped, distressed,
and illusionary optical effects. Our intention was to thoughtfully integrate
elements that hint at the artistry of
film without being overly literal.
Guided by our experiments, we applied a simplified representation of a chromatic dispersion effect to the letter ‘C’ as the semi-centered character calls to mind ‘C’ for cinema while also nodding to their location in the heart of Chicago.
Guided by our experiments, we applied a simplified representation of a chromatic dispersion effect to the letter ‘C’ as the semi-centered character calls to mind ‘C’ for cinema while also nodding to their location in the heart of Chicago.
