Alive is an environmental film festival hosted in the quaint outdoorsy town of Nevada City, CA. At the film festival, all the local businesses and artists come together, sharing their venue as screening, workshop, social and gallery spaces. Alive targets the nature-loving, Patagonia-wearing progressives, eco-conscious, and adventurous spirits, primarily mid-to-high income men and women 35-50 years old.
To appeal to the adventurous nature aficionado, I selected robust colors and incorporated simplified nature-inspired geometric design elements as part of the branding. The modified type in the film treatments, boldly stretching from its horizontal characteristics/extremities, is intended to inspire movement. All in all producing a loud and confident, yet respectful and modest brand personality.
The Brand Personality for Alive is creative, connected, and bold. The inspiration board showcases images, type treatments, and illustrations that suggest this boldness and invitation to explore the outdoors.
The Logo uses a modified typeface, Chaps, that provides an elevated feel with its differing weights, as well as confidence with its sharp edges. Slightly rounding edges and adding the tree component to the letter “i” was created to soften the edgyness and appeal to the humble outdoorsy crowd.
Avory typeface is a gently condensed modern sans-serif that challenges convention. I thought it clever to play with a condensed type by altering its horizontal extremities, possibly hinting at its humble boldness, or desire to move beyond the traditional bounds.
The colors are warm and earthy, aligning with the environmentally-minded target audience. The layered mountains plays with the outdoor nature of the festival, and the mosaic checkered design reminds viewers of pixels in images and videography, while pairing nicely with the film festival gridded look.
The inside spreads for the Festival Program carries on the branding colors, typefaces and modified title treatments. The 5 spreads below showcase a one, two and three film description spread, as well as the program schedule. Refer to the hero image up top of the film title section, cover and map design.
Pulling the color, type treatments and design elements from the branding, it was natural to narrow in on one branding element to produce each collateral piece: a T-shirt with the checkered mosaic, a bag with the mountain silhouette and the film treatments, and the street display with the film treatments and image checked combo.
The main goal for the website is to get customers through the door, so I designed a website primarily focused on the menu, locations, and reservations. I concluded that all other information would be conveniently displayed by review sites, providing free social proof for the business.
