Kerry International Film Festival creates new and exciting film experiences, champions the work of local and national emerging filmmakers and promotes Kerry as a major filmmaking destination. Now in its 20th year and with bold ambition for the future, it was time to develop the positioning and identity system to reflect KIFF’s commitment to identifying and revealing early and emerging talent.
Despite Ireland being a small country we play host to many major film festivals. Our ambition was to create a confident name and identity system that would continue to attract local and international filmmakers and enable KIFF to compete globally with festivals like Sundance, Tiff and Cannes.
Following our first recommendation to rename to KIFF, we investigated KIFF’s long history of identifying emerging talent from filmmakers like Vincent Lambe, Jim Cummings and Ben Cleary to early Oscar® winners including 2012 Oscar® short-listed Head Over Heels, 2014 Oscar® winner Mr. Hublot, 2016 Oscar® winner Stutterer and 2019 Oscar® nominees Mother and Detainment. We determined early that the brand proposition should celebrate KIFF’s unique ability to identify and reveal emerging talent.
A striking, bold yet simple system was developed drawing inspiration from the thrill of revealing fresh new film talent. A flexible messaging system was developed “Revealing the Next…” to allow each touchpoint to celebrate a different facet of the KIFF story. The result is an authentic, confident brand system that will stand KIFF well into the future.
From the outset of the process with RichardsDee, we felt “heard”, no small feat in this increasingly noisy world. The agency engaged us in a deep conversation about who we are and what we could authentically deliver. As an organisation, we were forced to self-reflect in a highly-constructive way. And having worked hard to gain these insights, RD transformed them into a brand that honestly reflects the festival in an ingenious, bold but simple way. The process and result has left us feeling invigorated, vital and excited about the future. We couldn’t wait to share it with the public.
Ailbhe Keogan, Kerry Internationl Film Festival