Another year, another superb identity for Birmingham’s Flatpack Film Festival by designer and art director Justin Hallström. Following 2015’s colourful look and feel created when the designer was part of Dot Dash, he’s set out independently to create an equally colourful concept for the festival’s 2016 edition, which marks its tenth birthday.
“To mark this occasion they wanted to do something a bit different, but not straying away from the established graphic identity of the inverted F,” says Justin. “My approach literally builds on the one I created last year, taking it into a physical three dimensional space.”
Justin worked with set designer Hannah Myatt and photographer Rob Wilson to create a new look using laser cutting and painted MDF, which was then photographed to create new visuals applied across touchpoints including printed programmes, posters and leaflets. The imagery was translated into a more graphics format to use across volunteer T-shirts.
“The visual identity plays on the name with it being a flat, but also a three dimensional visual. Breaking apart the inverted F and placing the panels on different levels gives it a depth and also lets it move into more deconstructed layouts,” says Justin. “This flat approach to 3D gives the identity a new dimension that clearly relates back to the graphic identity established over previous years.”
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