Project DetailsMarketing 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.
Sunscreen Film Festival
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 2019, my objective was to create a key-art design that painted a picture, representing the art of independent filmmaking and how cinematographers, for example, paint with light. The light and dark designs were intended to be a shout out to screenwriters who craft stories, which exist in day and night and also the different genres like comedy (lighthearted) and psychological thrillers or film noir that tend to be a bit dark. The overall design was a huge hit and was well received nationally.
"Declan's designs for this year's festival simply blows my mind. As an avid art collector, his key-art design easily emulates the creativity and artistry of the artists I collect and compliments them." - Chris E. Executive Director (2019)
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!
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!
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 2019 Sunscreen Film Festival enjoyed record breaking ticket sales and saw an increase in attendance from years past - goal achieved!