Brief: Develop a fresh visual identity for an international cultural festival. Once the visual identity is established, use it to design and produce several promotional items that communicate to the intended audience.

Client: Founded by Robert Redford, Sundance Institute is a non profit organization that actively advances the work of independent storytellers in film and theatre. The festival is held annually in Utah, USA.

Solution: Use of an earthy colour palette and images of rugged terrain, depict the unique landscape where the festival is held. Moving away from the use of imagery often associated with film festivals, the brand identity instead aims to represent the idea of a journey.