Revitalising the Adelaide Film Festival’s branding identity: a strategic refresh

Since 2015, the Adelaide Film Festival (AFF) has been distinguished by a unique brandmark inspired by the framing marks in a camera's viewfinder. These marks symbolise the festival’s window to the world of screen art. When our studio was tasked with refreshing the AFF brandmark in 2019, it was clear that evolving the existing framing marks would be the best approach.

The choice was straightforward: continue to build on the distinctive framing marks that had already become a hallmark of the AFF's identity. Our comparison analysis revealed that this graphic element differentiated the AFF from other festivals globally, allowing us to seamlessly and creatively integrate the framing marks into the festival’s branding and marketing campaigns. This approach highlighted the AFF’s unique and compelling identity.

Fast-forward to five years, the Adelaide Film Festival has seen significant growth. Since 2022, it has become an annual event and has emerged as a centre of creativity and innovation, adapting to the ever-changing world of film. The festival has broadened its impact through a film club, youth programs, and opportunities for filmmakers and artists to develop their skills. The festival has also refreshed its branding to keep up with its evolving nature while staying true to its established identity.

Our refresh focused on modernising the brand while preserving the elements that the audience knows and loves. We aligned the visual identity with the festival’s new position and trajectory by refining colours, fonts, and graphics without losing their familiar essence. This approach ensured that the brand remained consistent across all materials, a critical factor in maintaining a unified brand image.

The refresh also minimised disruption. Unlike a complete redesign, which can create confusion and disconnection, our strategic design update allowed for a smoother transition, helping audiences adapt more quickly while keeping the brand's core intact.

In summary, the Adelaide Film Festival’s brand identity refresh exemplifies how to evolve a solid visual identity while preserving the elements that contribute to brand recognition and loyalty. By refining rather than overhauling, we’ve supported the AFF’s growth and continued success in the global film festival arena, ensuring its visual identity remains relevant and resonant.

Marco Cicchianni, August 2024