Looking to further develop this heritage, we pursued an identity that was respectful of their hallowed legacy, whilst unapologetically avant-garde and representative of the innovative creativity in the here-and-now. What arose was the challenge to convey this contemporary philosophy without alienating the public in the process, balancing the oddball and the ordinary through the lens of abstract telegenic ephemera.

Working across countless digital and analogue assets, from trailers and reels to catalogues and home campaigns, we reckoned with conveying the notion of motion across the brand’s unavoidably static applications. Our solution came in the form of a system, whereby a bespoke digital tool cropped and displaced video to become interactive, generative textures, producing unique tableaus for individual outputs.

The mid-century public film Sheffield Parks and Gardens, courtesy of the Yorkshire Film Archives, became our source for the festival’s identity. Dancing between the past and the present, with each domain reacting with one another, we used the lineage of contemporary film to frame its latest offerings; laying the groundwork for what came before to support the text and imagery of the next in time. Continually in flux, ready to continue its legacy.