Creative Team
D：Ruiying Zeng
AT：Dan Smith
SC：RMIT University
Creative Summary
artistically designed films that narrates unique voices and storylines through a rather theatrical and extravagant manner. The festival acknowledges the diversity of creative minds and the craftsmanship of the ones involved behind production.
The overall brand identity explores the broad idea of ‘designing the stage’. It looks closely at recreating theatre, expressing unique visions, time, and space. The aesthetic of the festival identity focuses on creativity, playfulness, and drama, while mimicking and recreating the experiential processes in designing, creating, viewing theatrical plays or creative films.
The design of the brand is kept simple and distinct which supports in highlighting individual films. At the same time building the essence of dramatical movements of what is placed and expanded from stage. It is a dialogue and extension of endless expressions through creativity.
The primary logo as an expansion of linguistics both visually and verbally which travels in numerous paths, creating slight drama. The secondary logo investigates idea of ‘placings on stage’, which takes the shape and structure of the stage conceptually and abstractly as an open space of idea.
The designed mascot for the festival is an ostrich, which speaks for itself – drama and extravagance. The graphic itself draws inspiration from early paper puppet shows which are also heavily designed and crafted. The two-ostrich stacked together showcases the brand concept as a symbol which houses letter M, E, S for Mise-en-scene.
