MIFF
MAUD, 2020
MIFF is one of the great film festivals. Founded in 1952 and running continuously ever since, it stands as the largest festival of its kind in the Southern Hemisphere — a programme of Australian and international cinema that has shaped the taste, conversation and cultural life of Melbourne for seven decades.
By its 70th anniversary, the original identity had accumulated the particular problem of longevity. It was known, but it no longer spoke. The festival had grown and deepened in ways its visual identity had failed to follow, and there was a growing sense that what audiences experienced inside the programme was not what the brand was communicating outside it.
The brief was refinement rather than reinvention. MIFF's equity was real and worth protecting. What it needed was an identity that could carry the weight of its history while reflecting its true character as a curator of serious, ambitious, culturally significant cinema.
The refined identity restores that alignment. It speaks with the quiet authority of an institution that has been doing this longer than almost anyone, and the artistic integrity of one that has never stopped taking it seriously.
Completed while Creative Director at MAUD, alongside Ross Paxman, Tom Clayton and Lachlan Richards. Typeface by Vincent Chan.