Think Studio – SOMA Film Festival

The SOMA Film Festival features and supports independent and emerging filmmakers. We believe that independent film can change the way people experience the world. Set in the bucolic and artistically rich enclaves of Maplewood and South Orange, NJ, just thirty minutes from Manhattan, the four-year-old festival has the warmth and spirit of a small town mixed with the creative force of a big city.  Since the festival is an annual event, John Clifford and Think Studio created a brand that would be consistent throughout the years, yet change to be fresh each year. So, the number in the film leader changes with each year, as does the brand’s key color. This way, the viewer always knows a new season is approaching, rather than thinking what they see is a leftover from last year. The brand must also function as art sometimes, often being the only visual on posters, signs, and postcards, so the bold visuals, typography, and color palettes have to be striking and memorable.Festival founder Matt Smollon says “I get so many compliments on our brand design. People love it. And I love that people are attached to the brand, which means they are attached to the festival. The brand refreshes mark a new year, and a new beginning for the festival. It’s exciting.”