FICMTY15

The Monterrey International Film Festival has become an important part of the cultural life in the state, where every year the film community and audiences of all ages and social conditions gather to learn stories from all over the world.

The goal was to obtain a more recognizable identity and a stronger concept that could attract a wider audience, embrace the new message of the brand, and felt like part of the locality, in addition to celebrating the 15 years of the event as a reason for growth and evolution. "The future is in our hands, the culture we create will determine our fate." Under this reflection of Mihaly Csikszentmihalyi, we developed a brand concept where we gave the goatling a reason for using it (beyond the local context) and created messages that could resonate within the community, reminding the importance of culture and art as social cohesion factors.

We also worked on a communication strategy that was the result of several local surveys to creators, curators, and organizers from different creative areas. The idea was to understand how to solve our local problem of development and valuation of creative areas; the result was clear. There is no absolute answer, the exercise itself and the search for dialogue is the path we choose.

For the isotype, we took the main elements of the seventh art and a relevant cinematographic resource to give meaning and character to our execution. Additionally, we used “Neu León” typeface (Aldo Arillo) as a linking tool to other local projects as part of a modern movement for cultural development. We kept the monochromatic base of the original identity as an allusion to photography (light and dark), however, we choose gold as an accent to remember that it is a gala. For the master graphics of the strategy, we followed up on the new flagship messages (When the city watches/listens/talks) but represented by the characters around the dynamics of the event.

FICMTY15 is our vision of what a cultural festival requires to celebrate the locality, connect with new generations, and thrive over the years with the prestige that characterizes events of this type. Despite not being implemented, this project helped us reflect on the importance of creating community, imprinting character in our day-to-day work, and thinking about the legacy we leave and how this helps to build the Monterrey we want to see.

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