Design and branding agency Collins were given the task to create distinctive new look for the Tribeca Film Festive. The Festival needed a strong visual identity system that would assist filmmakers in reaching the broadest possible audience. It needed to enable the international film community and general public to experience the power of cinema, and promote New York City as a major filmmaking center.
The underpinning strategic direction was to highlight the idea of “rallying together.” The festival was the result of a unique equation: a neighborhood, an art form and an event. The resulting solution was a typographic mark that uses a shared “i” in each word, it's exaggerated to help create the 'rallying cry'. Color was also a huge part of the system, adding vibrancy, a sense of joy, motion, and energy.
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