Case Study No. 4, Ingenuity
Case Study No. 4
Ingenuity in the marketplace.
BRAND & MARKETING, TRIBECA FILM FESTIVAL
Goal: Build brand recognizability through mission-driven creative that attracts notice and engagement within a crowded marketplace
Design Challenge: Coordinating with colleagues to establish a common set of guidelines; designing materials that allow for quick and consistent implementation; disassembling festival themes into taglines that support eye-catching creative
My Role: Creative services director; writer and editor
4.1. Tribeca Brand Identity and Style Guide, 2015.
4.2. Print and digital marketing materials.
4.3. Tribeca Film Festival Official Guide, cover and gala spread.
4.4. Tribeca Enterprises website redesign, displaying new nav structure, 2014.
Film Society of Lincoln Center, North Carolina Symphony, Tribeca Enterprises, and Huntington National Bank all developed new brand identities during my tenure in their creative departments. Developing the resulting guidelines became an unexpected but useful skillset. Through stakeholder interviews and consensus building across internal departments, we crafted strategic visions that drove consistency across all manner of creative deliverables.
That’s just the first step, of course. Next comes application.
For the 2014 Tribeca Film Festival, we developed a text-based campaign that emphasized the showcase as a champion of storytelling through innovation and the interconnection of artist and audience. Introducing the Tribeca Interactive brand provided new opportunities for audience engagement through online contests and exclusives. In 2015, a subtler approach centered on imagery and an engagement with the emotional experience of theater-going.
The marketing theme came into the venues themselves with our environmental signage, installations, publications, and festival guides. We also refreshed the tribecafilm.com website for easy usability across Tribeca Enterprise’s several constituent organizations (4.4).