Every screen matters.
Movies That Matter — Identity, Strategy
The Challenge
Elevate the branding and campaigns of Movies That Matter, a festival with a 30-year legacy of advocating for human rights through film. The goal was to create a visual identity that reflects the festival’s global reach, urgency, and impact—from its annual event in The Hague to year-round initiatives like screenings, educational programs, 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, serving as a platform for stories that inspire action, whether on screen, in classrooms, or at partner festivals worldwide.
The Solution
We crafted a unified visual system that amplifies Movies That Matter’s voice across all touchpoints—festival branding, digital campaigns, school screenings, and global partnerships. The result is a brand that doesn’t just showcase films but ignites conversations and drives human rights forward through the power of storytelling.
Screen-based concept
We increasingly see the world through a variety of media—mobile, online, outdoors, television, social media and the traditional cinema. The most used screen dimensions combined with the basic colour palette of video form the basis of the logo and identity system for 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 perceptions of justice and humanity. The visual language builds on the identity’s core screen shapes, reimagining them as rolling film strips. This dynamic system was applied across digital and print, ensuring a cohesive presence from social campaigns to city-wide posters.
Next project
Uniting all home owners under one roof.
Vereniging Eigen Huis – Identity, Strategy, Typography