Every screen matters.
Movies That Matter — Identity, Strategy
The challenge
Elevate the brand and campaigns of Movies That Matter, a festival with a 30-year history of championing human rights through film. The goal was a visual identity that reflects the festival’s global reach, urgency and impact, from its annual event in The Hague to year-round screenings, education programmes and support for independent filmmakers.
The strategy
Develop a brand that captures the power of film as a tool for change, balancing the festival’s prestige with its grassroots mission. The identity needed to be bold, inclusive and adaptable: a platform for stories that inspire action, on screen, in classrooms or at partner festivals worldwide.
The solution
We created a unified visual system that amplifies the voice of Movies That Matter across every touchpoint: festival branding, digital campaigns, school screenings and global partnerships. The result is a brand that doesn’t just show films, but sparks conversations and moves human rights forward through storytelling.
A screen-based concept
We increasingly see the world through screens: mobile, online, outdoor, television, social media and traditional cinema. The most common screen formats, combined with the basic colour palette of video, form the basis of the logo and identity system of Movies That Matter.
Human, Right?
Festival campaign
For the 2024 edition of the Movies That Matter Festival, we developed the campaign ‘Human, Right?’, a title that challenges our perceptions of justice and humanity. The visual language builds on the screen shapes of the identity and reimagines them as rolling film strips. The system was applied across digital and print, creating a consistent presence from social campaigns to posters all over the city.
Next project
All homeowners under one roof.
Vereniging Eigen Huis – Identity, Strategy, Typography