A Design Film Festival
OVERVIEW
Timeline
3 Week Sprint, Summer 2024
Team
Me & Kassy, Elaine, Aibaer
Toolkit
Figma, FigJam, Jira, Adobe InDesign
Role
Graphic Design, Interaction Design, Project Manager
The goal of the three-week project was to use art direction to guide the creation of a single, distinctive microsite for our client, A Design Film Festival, a platform celebrating design through cinema. The first three weeks were dedicated to visual experimentation, while the final two focused on developing interactions and prototyping.
Description
VISUAL EXPLORATION
Designer Precedent
The project started by studying the work of a renowned designer, in our case - Experimental Jetset. The purpose of studying these designers was to extract specific design principles to further develop experimental graphic design skills.
Drawing inspiration from the various techniques and styles observed in the assigned designer precedent, I distilled several key design principles that informed the development of my own visual design language. By analyzing the precedent’s approach to color, typography, layout, and composition, I was able to extract elements that resonated with my design sensibilities.
Visual Clustering, Duotone Color Contrast and Grid Visualization became the base in creating a cohesive and distinct visual identity that reflects both the influence of the precedent and my unique perspective as a designer. Below is an inspirational image grouping that visualizes earlier mentioned design principles:
Design Principles
DESIGNING FOR PRINT
Personal Interpretation and Visual Assets
At this stage of the project, after finalizing our design principles, I focused on applying the newly formed visual identity to our client, A Design Film Festival. This involved creating promotional posters and various visual assets that embodied the essence of our design language, ensuring consistency and coherence across all materials. By doing so, I aimed to visually communicate the festival's unique character and appeal to its target audience through a distinct and unified aesthetic.
Grid Visualization
Duotone Color Pallette
TRANSLATING TO DIGITAL EXPERIENCE
The microsite translates the visual identity into a dynamic digital experience. A strict grid system structures the main navigation, while subtle interaction design brings it to life—hovering over each tile seamlessly switches between film titles, echoing the clarity and rhythm of the underlying design principles. Duotone color contrasts highlight active states, creating visual tension and guiding attention without overwhelming the composition.
Welcome to the Official 2024 A Design Film Festival Website
The interactive menu extends the visual system into navigation—each film title arranged within a modular grid. Hover states and smooth transitions reveal new layers, while duotone contrasts add rhythm and hierarchy, turning browsing into an exploration of design itself.
Discover Every Film Featured at The Festival
The ticket purchase page applies the same grid-based logic as the rest of the microsite, breaking the flow into three clear steps—selecting ticket type, entering personal details, and completing checkout. Options for virtual and in-person tickets are displayed as bold, structured blocks, while the form fields are arranged within a consistent grid for readability and order. The design emphasizes clarity and efficiency, turning a potentially complex process into a streamlined interaction that aligns with the festival’s visual identity.
Secure Your Spot at the 2024 A Design Film Festival
PROJECT REFLECTION
This project truly illuminated the process of forging a visual identity, starting with the observation of foundational design techniques and evolving them into my own unique interpretation. I learned how to transform this identity into compelling graphical work and demonstrated its flexibility by seamlessly adapting it into a web experience. The project also reinforced the critical importance of content strategy, particularly in how images and color can be cohesively integrated into a website to create a unified and impactful user experience.