Learn from those who do it well
How do you rebrand a film festival? Rather than conduct hours of desk research, we headed to Berlin to attend its international film festival, the Berlinale.
That turned out to be money and time well spent. The notebooks we filled with observations and ideas during those few days back in 2008 has served as our inspiration catalog for almost a decade.
Expect the unexpected
One of the major insights we brought back home from the Berlinale is that people attend cultural festivals to experience something new, something unexpected.
That’s how we landed on the tagline and overarching brand concept, Expect the unexpected, and built a dynamic and ever-changing brand identity and platform around that.
Each year, we adopt a new color-scheme, introduce a new mascot, and come up with novel ways of attracting and engaging the festival’s audience. As a general rule, we strive to create unexpected and meaningful experiences for various target groups, right from school children to cinephiles – and that strategy has proved fruitful. We’ve expanded our reach year after year, and the event is now renowned as an Oscar® qualifying festival and international showcase for short film.
10 years of OFF