Making experimental film unpretentious.
Client:
Fault Lens*
Type of Work:
Identity, Branding, Advertising
Role:
Designer
*This project is a hypothetical case study.
Brief
Fault Lens is an independent film production company. They embrace the strange, absurd, and experimental, providing new perspectives and shedding light on overlooked topics. The company aims to be equal parts unnerving and endearing. In dark times, the company approaches the horrifying and grotesque with humor and empathy.
Unfortunately, indie films—and the art world in general—have a reputation of snobbery and self-indulgence. Championing artistic freedom without the baggage, Fault Lens’s “art is for everyone” ethos is a key component of the brand.
Identity
In accordance with the company’s worldview, I wanted to blend the macabre with the approachable. I considered various symbols that could visually represent the types of films Fault Lens would produce: an disembodied eyeball peering out of a box, smoke billowing out of a mysterious doorway, a skull tangled in loose film. Ultimately, the sketch that won out was a goblin-like creature who had a passion for documenting the world around them. It meets the criteria of being playful, unsettling, and cinema-related.
Advertising
The advertising collateral expands upon the mischievous, humorous Fault Lens personality. In each ad, the character serves as a disruptor to the norms of modern cinema.
Illustrations depict the evolution of camera technology to convey that the company’s films exist on the cutting edge.
