How do you refresh a brand while keeping its existing recognition?

Gotham Awards event invitationGotham Awards event invitation detailGotham Awards - New York Times insert detailGotham Awards - New York Times Insert detailGotham Awards street banner
gotham_thumb
gotham_thumb
Gotham Awards event invitation
Gotham Awards event invitation
Gotham Awards event invitation detail
Gotham Awards event invitation detail
Gotham Awards - New York Times insert detail
Gotham Awards - New York Times insert detail
Gotham Awards - New York Times Insert detail
Gotham Awards - New York Times Insert detail
Gotham Awards street banner
Gotham Awards street banner

Challenge

The Independent Film Project (IFP), America’s largest resource center for independent filmmakers asked us for a more animated version of their logo in time for the Gotham Awards’ 17th annual award ceremony. We had to breathe new life into the logo while expressing indie film’s “do-it-yourself” ethos while showcasing the Awards’ move to Brooklyn. We were given 10 working days to accomplish this.

Solution

We revived the brand by streamlining and adding action to the IFP’s iconic character, Sisyphus. We replaced the old typeface with custom “distressed” type, better typifying the urban grittiness of IFP and indie film’s character. A two-color design and our own line drawings of the Brooklyn Bridge captured the event’s mood and kept printing costs within an indie budget.

Impact

The IFP brand is now integrated into the organization’s character and the indie-fabulous awards ceremony was a great success.