It was VLAFF’s ambition to become the most anticipated film festival in Vancouver – a bold undertaking that would require a completely new brand strategy. In 2006, they approached us in search of a way to gain recognition as a reputably unique organization amongst international film festivals. But where to begin? Right off the bat, we could see that clearly defining VLAFF’s core values was essential to designing a truly authentic brand experience. The organization of story-tellers needed a brand that could deliver their own story with unforgettable, full-impact precision.
challenge Establish VLAFF as a reputably unique organization amongst global film festivals.
solution Clear mission and core values, communicated through innovative brand strategy.
result Reverence and growing acclaim worldwide as the top curator of Latin American film culture.
Using our definitive creative process, we helped VLAFF concisely establish its mission and core values as a non-profit organization forging a future for Latin American filmmakers and film professionals. We set out to develop a branding and marketing strategy that conveyed the company’s deep-seated commitment to Latin culture and its proliferation through the arts. Recognizing that sponsors are at the heart of VLAFF's efforts and initiatives, we designed a new logo, ad campaign, marketing collateral, sponsorship packages and movie trailers geared as much towards attracting supporters as participants. The new website, designed from scratch, became the final piece put into effect to push the brand to the global level, positioning VLAFF in highly coveted top spots in search engine rankings. At the heart of all these elements we blazed the organization’s central message of advocacy.
VLAFF has gained a steady growth of about 25% annually in the local market share and internationally, succeeding in solidifying the organization as an established film festival and raising it to one of the top 10 film festivals across BC and Canada. With a new look and a more focused message, VLAFF has managed to leverage their reputation to establish stronger ties with some of the top Latin American film industry festivals like The Havana Film Festival and Guadalajara International Film Festival, to name a few.
The end result is irrefutable: a powerful brand is a company's best asset.
Clearly defining VLAFF’s core values was essential to creating a truly authentic brand experience - and Kihada Kreative delivered with flying colours!