Visual Identity & Art Direction
NewFest, New York's premier LGBT Film Festival, is dedicated to bringing together filmmakers and audiences to bring voice and visibility to the LGBT experience.
Ogilvy & Mather NYC was tasked with creating the visual identity and art direction for the 2016 Film Festival.
The minimal design system provided a clear stage for the bright imagery to stand upon. It was important that typography complement, but not overpower campaign photography and the films that NewFest promoted. Primarily black and white colors were used, with pops of magenta for key information. A border was used as a framing device, which added an artistic presence.
The portrait session was held during a summer day spent at the LGBT Community Center in New York's West Village – a cultural hub for the community. An open casting was held for members to come by and have their portrait taken. The diversity of characters with vibrant personalities created a dynamic range of authentic portraiture.