HIFF 26

Airspace Workshop was selected to design the print materials for the 2006 Hawaii International Film Festival. During our initial meeting, the HIFF expressed a desire to establish a Festival brand, something they felt did not exist at the time. The HIFF also wanted to unify its collateral underneath this new brand, and establish a consistency to help strengthen the Festival’s identity.

After reviewing the existing materials, we set out to refine and develop the HIFF logo. The new design is based on 35mm, 16mm and 8mm film aspect ratios, and consists of a strong typographic treatment.

We then implemented the primary design into secondary logo treatments for membership and online applications. An extension of the logo was also created specifically for 2006, the 26th year of the Hawaii International Film Festival. This treatment may be carried forward in upcoming years (27th, 28th, etc.), and ties into specific applications within the collateral, most notably the User Guide and Program Book.

Once the logo design was complete, we began to implement it in HIFF collateral items leading up to the Fall Festival. In execution, these initial items marked the beginning of the brand application, and allowed the new visual identity to slowly permeate into the public domain.

Initial collateral included the membership brochure, promotional inserts, and magazine advertisements.

As the Fall Festival approached, HIFF selected a key visual derived from the Festival trailer. The image is an on-set photograph of the trailer’s main character during a visual effects shot.

Using the key visual, we began to design collateral items for use during the Fall Festival. These included numerous posters, postcards, audience ballots, and Festival passes. The HIFF visual identity was implemented throughout these items, as were various treatments of the key visual.

In addition to print collateral, HIFF produces two publications for the Fall Festival, the User Guide and the Program Book. The 78-page User Guide contains data and synopses for every program, ticketing information, and the Festival schedule. These guides are distributed for free during the Festival, and are the primary source of information for Festival attendees.

The 2006 User Guide design features included a reduction in physical size, a logo masthead, re-organization of program information, and a visual treatment of the Festival schedule.

The 128-page Program Book contains extended synopses and film data for every program in the Festival. It also contains filmmaker bios and additional information on Festival award recipients. This publication is distributed to HIFF members, and made available for purchase to the general public during the Festival.

In total, Airspace Workshop delivered over 200 printed pages, and over 20 collateral items including postcards, posters, advertisements, and brochures.