Montclair Film —
Rebrand
Born as a 10-day film festival, The Montclair Film Festival quickly expanded, moving into a permanent home on Montclair’s main street and developing year-round workshops, lecture series, screenings, and a party or two. The original name, "Montclair Film Festival" was no longer relevant to the expanded year-round programming, so the next logical step was to create a brand architecture that spoke to the expanded mission of the organization.
Starting with a brand audit and naming, the challenge was to develop a naming system that preserved the brand equity of The Montclair Film Festival to date, while representing the diverse programming to come. The name Montclair Film is a nice large umbrella, providing a seamless rollout of sub-brands—some workhorses, and some of the cheekier variety (Montclair Film + Chill).
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