SACRAMENTO INTERNATIONAL FILM FESTIVAL
SACRAMENTO INTERNATIONAL FILM FESTIVAL
SACRAMENTO INTERNATIONAL
FILM FESTIVAL
SACRAMENTO INTERNATIONAL
FILM FESTIVAL
BRAND IDENTITY | PRINT & OURDOOR AD | APPAREL & MERCHANDISE DESIGN
BRAND IDENTITY | PRINT & OURDOOR AD | APPAREL & MERCHANDISE DESIGN
BRAND IDENTITY | PRINT & OURDOOR AD | APPAREL & MERCHANDISE DESIGN
OBJECTIVE
OBJECTIVE
The Sacramento International Film Festival (SIFF), established in 1995, is Northern California’s leading film event, celebrating cinema as an art form. It provides a platform for global and independent filmmakers to share their stories, often overcoming budget limitations. The festival also helps people in Sacramento experience different cultures and shows that the city supports art and creativity. By joining the festival’s events, people can learn more about film and connect with others. This project focuses on showing SIFF’s importance and creating a visual identity that encourages more people to take part and enjoy what the festival offers.
The Sacramento International Film Festival (SIFF), established in 1995, is Northern California’s leading film event, celebrating cinema as an art form. It provides a platform for global and independent filmmakers to share their stories, often overcoming budget limitations. The festival also helps people in Sacramento experience different cultures and shows that the city supports art and creativity. By joining the festival’s events, people can learn more about film and connect with others. This project focuses on showing SIFF’s importance and creating a visual identity that encourages more people to take part and enjoy what the festival offers.
PROBLEM STATEMENT
PROBLEM STATEMENT
The Sacramento International Film Festival (SIFF) plays a crucial role in promoting independent film. However, the original website fails to support this mission. Users who are both filmmakers and attendees often experience difficulty navigating the site., locating important information such as submission information, and event schedules. The outdated layout and lack of clear calls0to-action result in low engagement and missed opportunities for participation. A redesign is necessary to create more engaging and accessible for everyone. It should also better show the festival's creative and professional image, and help users take important actions.
The Sacramento International Film Festival (SIFF) plays a crucial role in promoting independent film. However, the original website fails to support this mission. Users who are both filmmakers and attendees often experience difficulty navigating the site., locating important information such as submission information, and event schedules. The outdated layout and lack of clear calls0to-action result in low engagement and missed opportunities for participation. A redesign is necessary to create more engaging and accessible for everyone. It should also better show the festival's creative and professional image, and help users take important actions.
RESEARCH 01:
VISUAL RESEARCH
The visual research was conducted in the design process to gather visual reference and insights about the target audiences, experience, and trends. It includes collecting and analyzing imageries that can inspire or help design decisions. In a website redesign project, visual research helps me analyze how users interact with a website, what visual elements grab the audience's attention, and identify what isn’t working in the current site and why a redesign is necessary.
The top banner features Sacramento landmarks, but their small size and low visibility weaken the visual connection to the city and lessen the design’s local impact.
The website's color scheme lacks contrast and consistency, resulting in poor visual hierarchy and reduced readability.
The website's inconsistent font sizing weakens typographic hierarchy, making it difficult for users to distinguish content structure.
The visual research was conducted in the design process to gather visual reference and insights about the target audiences, experience, and trends. It includes collecting and analyzing imageries that can inspire or help design decisions. In a website redesign project, visual research helps me analyze how users interact with a website, what visual elements grab the audience's attention, and identify what isn’t working in the current site and why a redesign is necessary.
The top banner features Sacramento landmarks, but their small size and low visibility weaken the visual connection to the city and lessen the design’s local impact.
The website's color scheme lacks contrast and consistency, resulting in poor visual hierarchy and reduced readability.
The website's inconsistent font sizing weakens typographic hierarchy, making it difficult for users to distinguish content structure.
RESEARCH 02:
COMPARATIVE ASSESSMENT
After conducting visual research, I found several weakness in the SIFF website through screenshots. The current site lacks strong visual engagement, making it less appealing compared to other film festival websites. To better understand current industry standards, I analyzed two global film festivals which are Toronto International Film Festival (TIFF), and the Sundance Film Festival. Through a comparative assessment, I identified more effective uses of layout, color, typography, and imagery that enhance user experience and strengthen brand identity. These comparisons highlight the areas where the SIFF website lacks effectiveness and provide valuable direction for the redesign.
The TIFF website helps address SIFF’s lack of visual engagement by showing how bold design, clear calls to action, and interactive features can make the site more appealing and easier to use.
The Sundance website gives helpful ideas to fix problems in the SIFF site, like unclear branding and poor accessibility, by showing how a clean layout and inclusive design can improve the user experience.
After conducting visual research, I found several weakness in the SIFF website through screenshots. The current site lacks strong visual engagement, making it less appealing compared to other film festival websites. To better understand current industry standards, I analyzed two global film festivals which are Toronto International Film Festival (TIFF), and the Sundance Film Festival. Through a comparative assessment, I identified more effective uses of layout, color, typography, and imagery that enhance user experience and strengthen brand identity. These comparisons highlight the areas where the SIFF website lacks effectiveness and provide valuable direction for the redesign.
The TIFF website helps address SIFF’s lack of visual engagement by showing how bold design, clear calls to action, and interactive features can make the site more appealing and easier to use.
The Sundance website gives helpful ideas to fix problems in the SIFF site, like unclear branding and poor accessibility, by showing how a clean layout and inclusive design can improve the user experience.
Toronto International Film Festival (TIFF)
Sundance Film Festival
Toronto International Film Festival (TIFF)
Sundance Film Festival
Toronto International Film Festival (TIFF)
Sundance Film Festival
Toronto International Film Festival (TIFF)
Sundance Film Festival
VISUAL DIRECTION
The new logo was designed to connect with personas I focused on in the research while preserving the identity of Sacramento as the host city. To reflect this connection, I kept the purple color, which is often associated with Sacramento, giving the brand a strong sense of place. The neon theme was chosen to evoke the energy of celebration. Since most film festival award ceremonies and screenings take place at night, the neon look helps show that this is a special event full of creativity and celebration after dark. The visual style helps position the festival as not only a cultural experience but also a celebration under the lights.
The new logo was designed to connect with personas I focused on in the research while preserving the identity of Sacramento as the host city. To reflect this connection, I kept the purple color, which is often associated with Sacramento, giving the brand a strong sense of place. The neon theme was chosen to evoke the energy of celebration. Since most film festival award ceremonies and screenings take place at night, the neon look helps show that this is a special event full of creativity and celebration after dark. The visual style helps position the festival as not only a cultural experience but also a celebration under the lights.
REDESIGNING 01: THE HOMEPAGE
BEFORE
Disorganized content: An overwhelming amount of information was presented on the homepage, without proper structure, causing confusion for users.
Unclear call to action: Without a strong and visible call to action, users were left confused about how to proceed.
Lack of visual hierarchy: A lack of contrast in visual elements such as size, color, and spacing caused confusion, as users struggled to identify key content.
BEFORE
Disorganized content: An overwhelming amount of information was presented on the homepage, without proper structure, causing confusion for users.
Unclear call to action: Without a strong and visible call to action, users were left confused about how to proceed.
Lack of visual hierarchy: A lack of contrast in visual elements such as size, color, and spacing caused confusion, as users struggled to identify key content.
AFTER
I simplified the header by highlighting core actions while keeping navigation on the top. The navigation is better organized, creating a cleaner, and support resources remain easily accessible.
To emphasize the importance of the event and the film submission process, I placed both at the top of the homepage, making them immediately visible when users land on the website.
To support clarity and usability, I applied strong visual hierarchy placing primary actions at the top of the page with clear buttons, making them stand out and easy to find at a glance.
AFTER
I simplified the header by highlighting core actions while keeping navigation on the top. The navigation is better organized, creating a cleaner, and support resources remain easily accessible.
To emphasize the importance of the event and the film submission process, I placed both at the top of the homepage, making them immediately visible when users land on the website.
To support clarity and usability, I applied strong visual hierarchy placing primary actions at the top of the page with clear buttons, making them stand out and easy to find at a glance.
REDESIGNING 02: THE EVENT PAGE
BEFORE
Cluttered visual layout: Too many images were placed without a clear layout, making the page feel overwhelming and visually inconsistent.
Low visibility of key information: The event date, which is one of the most important details, was displayed in a small font, causing delay in user recognition.
BEFORE
Cluttered visual layout: Too many images were placed without a clear layout, making the page feel overwhelming and visually inconsistent.
Low visibility of key information: The event date, which is one of the most important details, was displayed in a small font, causing delay in user recognition.
AFTER
I reduced the number of images and organized them to create more focused layout that guides users through the page naturally.
The event date was resized and repositioned to appear more prominently, making sure that users can quickly notice the important details without having to search for it.
I provided two ways to explore the event: A navigation section for quick access to detailed information, and a featured block placed directly below the main image on the homepage that highlights upcoming events at a glance.
AFTER
I reduced the number of images and organized them to create more focused layout that guides users through the page naturally.
The event date was resized and repositioned to appear more prominently, making sure that users can quickly notice the important details without having to search for it.
I provided two ways to explore the event: A navigation section for quick access to detailed information, and a featured block placed directly below the main image on the homepage that highlights upcoming events at a glance.
REDESIGNING 03: THE SUBMISSION PAGE
REDESIGNING 03:
THE SUBMISSION PAGE
BEFORE
Lack of dedicated submission page: The original website did not provide a proper space for film submissions. Instead, users were directed to another page for guidelines and submission, making the process feel inconvenient.
Missed opportunity for strong call to action: Even though submitting a film is the key action for user engagement, the website did not present it clearly enough, making it easy for users to overlook and less likely to participate.
BEFORE
Lack of dedicated submission page: The original website did not provide a proper space for film submissions. Instead, users were directed to another page for guidelines and submission, making the process feel inconvenient.
Missed opportunity for strong call to action: Even though submitting a film is the key action for user engagement, the website did not present it clearly enough, making it easy for users to overlook and less likely to participate.
AFTER
I created a dedicated submission page keeping all the necessary steps on one website.
A prominent "Submit" button is placed on the homepage and throughout the website to ensure users can easily access the submission process at any point.
I added two ways for users to start submitting their film. One button is placed just above the navigation bar on the right side, using a white background to help it stand out. The second button is right below the main image, with bold text and matching colors so users naturally notice it as they scroll.
AFTER
I created a dedicated submission page keeping all the necessary steps on one website.
A prominent "Submit" button is placed on the homepage and throughout the website to ensure users can easily access the submission process at any point.
I added two ways for users to start submitting their film. One button is placed just above the navigation bar on the right side, using a white background to help it stand out. The second button is right below the main image, with bold text and matching colors so users naturally notice it as they scroll.
