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Responses by Josh Peter, designer, O Street

Background: Glasgow Film Festival (GFF) is a well-known celebration of both film and the city of Glasgow, United Kingdom, and needed a new brand. The festival team came to O Street to design a new brand that would appeal to a large demographic, and provide graphic punch while being adaptable for future years. In a pandemic year, there was the added challenge of making an at-home festival look appealing.

Reasoning: Cinema offers an open view into the world. When you plop down in the cushy red seat, you don’t know what you’re in for; the possibilities are endless. That was our thinking behind the new GFF logo, which is a screen that’s ready to be filled by any story. We kept it dead simple as a graphic, so that it could work with any illustrative or visual style, which will change annually.

Challenge: The biggest challenge with this project was restraining ourselves! We had immense fun drawing over 30 Glasgow-centric icons for the festival, but we could very well have drawn 300.

Favorite details: We’re most proud of how true this campaign is to Glasgow. True Glaswegians will know they’re in on an inside joke when they interact with virtually every brand touchpoint. While it’s become a global festival in the digital age, we love retaining the local flavor. GFF will always be as much about Glasgow as it is about film.

Specific demands: It’s the same story for every design team lately, but designing in the face of COVID was particularly difficult. There are just so many unknowns: Will they even produce the merch we’ve designed? Will posters go up if there’s another round of strict lockdowns? And on, and on, and on.

Alternative approach: We wouldn’t have shown multiple concepts! This creative the client chose was so spot-on that we should have known better and pulled a Paul Rand and said, “Here is the design. Good day.”

ostreet.co.uk

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