San Francisco Jewish Film Festival
Festival branding and promotion

The identity for the 2007 Jewish Film Festival is based on our idea of the "Festival of Light"—an intersection of the film medium and Jewish culture. We sought to avoid both the festival's history of veering too far into Jewish stereotype and relying on the film stills by offering up more mysterious and evocative imagery.

Festival branding and promotion

The festival identity had to be expressed across a variety of media, including tickets, guides, badges, programs, shirts, bags, and a 30-second trailer.

Festival branding and promotion
Festival branding and promotion

We specified orange staff shirts so the volunteers could be easily located by attendees in a morass of other filmgoers and paparazzi.

Festival branding and promotion
Festival branding and promotion

The overall visual identity for the 2008 San Francisco Jewish Film Festival is a distillation of disparate cultural and symbolic strands. We pulled loose one of the two triangles from the Jewish star, abstracted it further by making it isosceles instead of equilateral, and the used this basic shape as the modular unit to create a mosaic that hints at both the multi-faceted nature of Jewish culture and the quilted ties that binds all Jews together.

Festival branding and promotion
Festival branding and promotion

The 2009 San Francisco Jewish Film Festival campaign speaks to a contemporary Jewish culture that encompasses a more diverse range of experiences as Jews become more assimilated and, paradoxically, more "hidden in plain sight" amidst the ethnic melting pot of the Bay Area. Thus events like this film festival are when Jews and Judaism "emerge" (much like the typography in the materials) from this multi-cultural mélange to celebrate their heritage more acutely and publicly.

Festival branding and promotion
Festival branding and promotion