Background: “Hét” is a film festival hosted in Saigon 2024, funded by CGV to bring awareness and celebrate the artistry in the making and production of horror movies.

Story: Horror has always been deemed as unhealthy and inappropriate hence the genre is shunned away most of the time. However, in the history of cinema, some films and directors specialized in the horror genre has proven to be the greatest of their time and the films are so ahead in time that they actually influence the pop culture we are now consuming.

Challange: The brand identity should inherit the random, “jumpscare”, in-your-face aspect of the genre while still aiming for timelessness and contemporary, fitting for the mass audience. The identity should also represent the wish of the strong growth and warmer reaction for the underrated genre in the future.

Solutions: Body fluids are an iconic motif in horror movies, whereas the character get slashed in the throat or were they crying hot tears when they are captured, it should give the audience a sense of raw feelings, coming straight off the screen.
“Movie Ratios encaging Body Fluids”, the idea where the substance is trying to break through the framing ratio is selected to capture the essence of what horror movie does to the audience, a sense of urgent to break through.
Always framing the graphic inside typographic layout resembles movie credits and film ratios pays tribute to the moving, always-changing essence of the seventh form of art.