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2021 Sunscreen Film Festival


Project Details

Marketing materials for the annual Sunscreen Film Festival located in St. Petersburg, Florida; brand collateralization across multiple print-based and digital items, marketing the festival locally and regionally.

2021 Sunscreen Film Festival

Category : Branding Design

Annual film festival located in St. Petersburg, Florida, celebrating independent filmmaking.

Since the festival's inception in 2005, the collective goal has always been to celebrate independent filmmaking. As the creative director, during years 2006 through 2010, and 2019 to present, branding is key. As the original brand creator and subsequent brand revisionist, my goal continues to allow Sunscreen's logo - Sunscreen's symbol - to stand out in a region replete with competing film festivals, many which have been in existence much longer than Sunscreen. So, a strong brand was the intention day one.

In support of the brand, step one before any festival is the creation of a powerful key-art image, which is used throughout all designs whether physical or virtual to compliment the festival's theme, prescribed by the festival's programmer, and a design that can easily be formatted for a variety of formats, sizes, etc. For 2021, my objective was to create a key-art design that represented the dogged determination of the independent filmmaker, rising from the ashes, in protest, determined to create art irrespective of the challenges that a worldwide pandemic presented. As a result, the 2021 Sunscreen Film Festival broke pre-Covid attendance and box office records.

Client Review:

"Declan's design for 2020 was incredible, and I knew that he'd beat it because he manages to each year. But I wasn't expecting such a powerful image that captured perfectly what every filmmaker was thinking - enough with Covid-19, we want to make a damned movie! Declan's design really resonated with filmmakers and attendees, and it - like it always does - elevetated Sunscreen's image, its brand to larger, mainstream film festivals." - Tony A. Founder (2020)

Project Goal 1

To preserve a brand that was well within the pioneering stage from a failed and previous total brand replacement by reintroducing the original brand with a new and modern approach. As a result, the film festival community cheered the return, which catapulted the brand from extinction back to the late phases of brand retention and to pioneering - goal achieved!

Project Goal 2

To buttress and compliment Sunscreen's revised yet original brand by crafting key-art imagery to be used in all marketing, like posters, palm cards and merchandise, social media, and Internet dot coms like FilmFreeway, Eventbrite and Sched. As a result, Sunscreen experienced, for the first time in almost a decade, sweeping impressions of its brand worldwide - goal achieved!

Project Goal 3

To increase brand awareness in the market within and without by making a bold statement, reminding neighboring/competing film festivals that Sunscreen is a brand to contend with. As a result, the 2021 Sunscreen Film Festival enjoyed record breaking ticket sales during Covid-19 at a theatre chain that demanded decreased seating capacities with a mandatory mask policy. Goal achieved yet again!

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