For decades, we have witnessed a major shift to digital media; however, in the midst of the COVID-19 pandemic, we have undergone another shift to a more “hybrid” model. Events, classes, jobs, etc., that were once held solely in-person, are now also available online. While the primary reason for this is safety, events have found this hybrid model allows them to build larger audiences and make connections both digitally and in person. Attendees of virtual film festivals in 2020 argued they allowed more opportunities for audience interaction. This hybrid will inevitably be sticking around for a while, if not forever.

The visual identity for this campaign highlights the Tallgrass Film Festival’s shift to a hybrid model that film festival attendees will see for years to come. The fluid, organic type represents the in-person community, while the static, sans-serif type represents the online community. These two typefaces are intertwined to show a literal “coming together” and connection between communities. The design has references to Retrofuturism, a movement that blended retro and futuristic styles—similar to how Tallgrass is merging their festival into an in-person and online model. Ultimately, this campaign delivers visual connection through two contrasting typefaces to communicate the concept of hybrid and engage in-person and online communities.