18 METHOD
The 49-year-old San Francisco International Film Festival is built on tradition—it’s the oldest film festival in the Americas. But the Bay Area’s media-heavy economy is also a center for innovation in cinema, from independent filmmakers to powerhouses like LucasFilm and Pixar. In developing a comprehensive brand identity for the festival, Method was tasked with creating a look that acknowledges the future of film … but without alienating long-term festival supporters.

Method was inspired by the concept of “transformation”—the idea that watching a . lm has the power to give viewers a new perspective. “We looked for ways to pull in film imagery as one of the layers used in the brand language,” juxtaposing traditional black-and-white stills with more modern elements that evoke film data, says design director Robert Murdock. “This allowed us to continue the theme of transformation and display the inherent data that even a still image of a film contains.” The numbers complete the story: Attendance increased and sold-out screenings more than doubled from the previous year. “We wanted a radical break with the past, and something new and contemporary,” says festival director Graham Leggat. “Method understands that, and with their knowledge and experience, we can build on these designs for the future.” by Alissa Walker

Method
DESIGNER: Method
CLIENT: San Francisco Film Society
CONTACT: www.method.com