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.