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Sundance Institute prides itself for telling independent stories by artist of various backgrounds. I created conceptual branding for the 2023 Sundance Film Festival.
Sundance Film Festival 2020 Attendees
I did research to gather data from the Sundance Film Festival to get a better understanding around why people attended.
One particular data point I honed in one was how the majority of participants going to the festival were from the local area. Approximately 62% were Utah residents while 38% were from out-of-state or international attendees.
Insight
My research took me to the Ute Indian Tribe who have resided in the land much longer than the residents of today. With a culture as uniquely rich as the Sundance Film Festival, I wanted to tie back Utah to its historical roots with basing my designs on the tribe's bird motif.
Sketches
Overall, I wanted to intertwine the creativity that Sundance has always been known for and tie back to Utah's local past to accentuate the individuality of filmmakers alike.
