nashdi film festival

 

 

◯ AWARD

Latin American Festival 2017
Young Talent Presentation

 

Nashdi - Jerusalem Pride Film Festival is a festival about empathy. The names of each day of the festival is a unisex name, something very common in Israel, in arabic and in hebrew. So, if names don't have gender, why worry about it? Everything was developed in the 3 official languages of Jerusalem (hebrew, arabic and english), since the subject was talking about diversity.

 

The brief was to create the whole branding for something related to culture. In the beginning, I looked for gaps and opportunities in Jerusalem and decided to work with a subject that would be unique and relevant for that context. That’s why I decided to create an LGBTQ+ Film Festival for the city. The festival vision is to create empathy between minorities and empower Jerusalem’s LGBTQ+ community, a small and threatened group without a big representative voice in the city. They have struggled over years to be respected and to have their rights. Jerusalem is a city full of minorities, so the point was to create a festival that truly represents this community and work as a tool in pursuit of tolerance and mutual support between them.

category

branding

naming

 

CREDITS

orientation Michal Sachar + Tal Sznicer

Bezalel Academy of Arts and Design

2016

 

The festival would happen at Independence Park because it is one of the gay cruising areas of the city and it is related to the idea of empowerment (independence). Besides that, an open air festival represent the idea of “out of the closet”. I decided to include workshops and lectures in the festival to make it something for the whole family, for all ages and people. A place where the LGBTQ+ community have voice and a lot of different people are there to see them.

 

During this process, I talked a lot to members of this community and their leaders, to try to understand what does it mean to be gay in the holy city and how could I translate it in a visual way. The visual elements reinforce the idea of militancy and fight for rights, although it doesn’t turn the visual communication heavy and sad, since the festival is an event of entertainment and happiness. Therefore, the logo in the shape of a flag with a triangle (symbol of LGBTQ+ resistance over years) represents militancy, but subtly. I chose not to use the traditional rainbow to make the festival look more friendly to the mass and to use colors with an active conceptual role in the communication, like undefined colors and gradients. The concept of projection was used in the logotype, what created different versions of it with a flag movement.

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