Tallgrass Film Festival

For decades we have seen a major shift to digital media, but, in the midst of COVID-19, 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 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 intertwining to show a literal “coming together” and connection between communities. The design has references to Retro futurism, 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.