HOW DO YOU CREATE A NEW POWERFUL IDENTITY FOR A WELL ESTABLISHED INTERNATIONAL FESTIVAL?
Le Festival du nouveau cinéma asked Écorce to completely revitalize its brand identity to mark its 40th anniversary. Plus, for the second consecutive year, we were asked to produce all communications from publishing to the web site trailer, as well as the schedule and the catalogue.
The primary objective was to distinguish Le Festival du nouveau cinéma (FNC) from all the other festivals worldwide and to develop an impactful image that was recognizable at first glance, and effectively communicate the FNC’s personality. Revitalizing the mythic she-wolf to give it the energy and aesthetics needed for the next 40 years.
A new she-wolf, new colours, new typography ... for the new Nouveau Cinéma. A pure yellow that stands out in October, the month the Festival runs. A design with impact that solidifies the visual aspect of a Montreal institution. A direct and inspiring campaign that combines a vector logo on a rich universe at the edge of fantasy. The new identity is featured on the Festival's letterhead, website, mobile application and programming tools.
The new FNC identity was warmly welcomed and quickly established a visual recognition among the community and the public. The trailer, presenting the new she-wolf in an anonymous but typically Montreal urban landscape, quickly spread online where it earned numerous kudos. All communications respected a coherence, relevance and intelligence, in both ergonomics and design.