Film Festival at Hollywood Park

Branding, Event

The Film Festival at Hollywood Park, previously known as Downtown Los Angeles Film Fest (DTLAFF), is a film festival slated to happen in October 2025. Adriana Tovalin, Elena Germann, and I were tasked with rebranding their identity from DTLAFF to Film Festival at Hollywood Park. Additionally, we created a variety of assets, including branding, graphic displays, logos, and miscellaneous. items that the festival needed. 

Our goal with the rebranding is to utilize bright colors and gradients to bring energy and modern aesthetics to the forefront. The old identity was outdated and didn't reflect the brand's core values, of showcasing diversity, equity, and community. 
The brand's new core colors are inspired by the dynamic landscape of Los Angeles, reflecting the balance of creativity and professionalism. Through blending these colors into gradients, it mirrors the blending of creativity, culture, and energies seen throughout the city.