Independent agency Mering has announced the launch of a pro-bono rebrand campaign for the San Diego International Film Festival taking place October 15th-20th. The event is produced by the non-profit organization, the San Diego Film Foundation. The agency led brand strategy, positioning and creative with work focused on how perspectives can change the world, with a tagline: “The Power of Perspective. Come Watch with Us.” The work includes a new logo design, print and direct creative as well as interactive and out-of-home assets.
The concept behind the San Diego International Film Festival identity is the abstraction of humanity and individualism. The logo brings arts and culture together and not only illustrates iconic characteristics of San Diego, but also draws inspiration from Pablo Picasso and the Cubism movement. Through different color combinations and unique graphic elements, the design is sophisticated, yet lighthearted and is intended to reflect the upbeat vibes of the city of San Diego.
“It’s been an honor to work with Mering,” said Tonya Mantooth, CEO and Artistic Director, San Diego International Film Festival. “Their team was able to really capture our passion for the power of perspective – the ability that film provides to look at important topics through someone else’s eyes and then encourage community conversation. Internally – this has always been the filter through which we operate. Making that passion more prominent in our messaging has infused excitement this year at the San Diego International Film Festival. Knowing who you are internally is one thing—having that effectively branded throughout the community is a joy—and we are thankful to Mering.”
“Many of us in advertising first fell in love with creative media through film,” said Mering Founder and CEO Dave Mering. “Whether it’s a story that moved us, a technique or directorial approach, many of our conversations at Mering revolve around film, so we couldn’t be morethrilled to be working with an organization like the San Diego International Film Festival that’s committed to telling meaningful stories through cinematic experiences.”