Mobile film is a rapidly developing area of contemporary art. Where the creator, having minimal resources and equipments, finds a way and a desire within to tell their story, while often handling being a director, screenwriter, cameraman, editor and sometimes even an actor. Nevertheless, their passion for filmmaking gives us incredibly deep and multifaceted films, which can easily compete with some high-budget movies.

Identity for short mobile films festival “KRCH” is based on the idea of a phone gallery, where each video is reduced to a small preview box. So, when you zoom out all you can see is colourful squares. At first they might seem meaningless but when you open each of them up, you will see that they have a beautiful story inside or a tragic one, all you need is to look closer.

The naming of the festival came from Russian word «koroche» which means «shorter» but we reduced it even more to a form which is usually used in internet language only. It formed by removing all vowels – «KRCH».

The whole identity is based on a square modular grid that comes to the foreground. And films and all design elements exist inside, symbolizing obedience to the laws of the genre, while presenting a complete picture and showing – this is more than just a video. This is art.

There can be various design elements made: posters, banners, badges, festival programs, staff uniforms, websites, etc. The identity easily adaptates to different formats (horizontal or vertical, wide or narrow). It can be used by itself, just with the use of main colours and iconic squares placement or it also can be combined with film posters or photos.

Therefore, the naming and the main idea of identity for the festival is: It might be a short film but the message inside is surely a huge one.