Identity / Collateral
Born and raised in the mountains of Utah, The Sundance Institute's rebrand brings a modern edge to an earthy identity. As the Sundance Institute and Film Festival both focus on the importance of storytelling, it is also a crucial aspect and goal of the brand itself.
The triangle shapes of the mark are seen as the symbol for change, which film has seen and the Institute has been a part of in its 30+ years of existence. The use of photography as the secondary graphic of this system is also vital to give the brand a sense of place.
The goal of the swag bag is to encourage the festival’s attendees to tell their own story, whether that be through images or videos on their phones, or through the festival-wide competition to practice storytelling using packets of sun-sensitive paper included in the bags.