OBJECTIVE

Redesign the branding of the Chicago South Asian Film Festival by creating an original logomark and applying this new branding onto various festival touchpoints of different scales. “The Festival thrives on providing South Asian talent, stories, and themes a world platform.”

Assessing the current landscape of film festival, cultural festival, and regional festival logos. Renowned film festival identities focus on grandeur and prestige. Local ones focus on heritage and regional pride. Cultural festivals allude to cultural motifs without being too direct.

After assessing the landscape, I decided on three core values of CSAFF to guide my design process: representation, heritage, storytelling