Redesign of the visual identity of the Festival Internacional Cinemigrante

Project description

Cultural events provide opportunities for social outreach and intercultural reflection that contribute to reducing social issues. In this context, film festivals have a significance determined mainly by their sociocultural value and their contribution to the audiovisual industry, meaning their communication must be honest and evolve as needed. Using the Festival Internacional CineMigrante in Buenos Aires, Argentina as a case study, this project explores the influence that the visual identity of a cultural event has on its communication strategies and on the construction of an accurate and memorable corporate image. Based on the iterative, user‑centered process of the design thinking methodology, the project delves into the needs of the target audience to propose a redesign of the visual identity that is versatile, striking, and coherent—one that aligns with the brand’s values and brings out the festival’s cultural capital. With this proposal, it is demonstrated that rebranding a cultural event is a beneficial strategy to ensure the brand’s long‑term relevance and to successfully convey complex messages. Likewise, it is established that visual identity is a communication tool that directly influences the impressions people form of a brand.