Color Harmony: Packaging

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Sundance Film Festival

AdamsMorioka, Inc.

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The Sundance Film Festival is

an annual event that celebrates

and promotes independent fi lm

and fi lmmakers.

It is the largest independent cinema festival in the United States. Its

goal is to increase the value of personal vision in fi lm while promoting

it to the entertainment industry and the general public. Having been

actively working as part of the larger Sundance family for many years,

for the 2007 event, AdamsMorioka handled 150 printed and motion

pieces, website visuals, advertising, and environmental graphics for

all of Park City, Utah.

Inspiration for the 2007 design arose from a close collaboration

with Robert Redford (founder) and Sundance’s “eyes,” Jan Fleming

(producer). “It’s hard to say how the “fi re” idea came about, but I

know that once we moved in that direction, I began to think about

those nights camping as a kid in the Sierra Nevadas,” recalls Sean

Adams, partner and cofounder of AdamsMorioka, Inc.

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Design for Special Events

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Conceptualizing the design strategy began in April for the festival that

launches in January of the following year. The audience for the event

consists of several groups: the creative makers, the actual fi lmmakers,

actors, crew, and production individuals who make the fi lms; the

industry insiders, people who work in the entertainment business; the

“armchair creatives,” people who enjoy independent fi lm, museums,

art galleries, but are not part of the entertainment industry; and fi nally,

the media, newspapers, websites, and television programs.

It is a challenge and a priority for AdamsMorioka to make sure the

message of the Sundance festival does not get lost in all the hype;

personal creative vision must trump any superfluous celebrity

attention. This is accomplished by making sure each festival year stands

on its own and refl ects an independent, artistic mindset rather than a

mass-culture trend. Sean Adams explains that, “The event is already

getting enough attention, if not too much. We work to make sure that

the message of independent vision is made clear to all of the media

venues that cover the event.”

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Case Study: Sundance Film Festival

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Design for Special Events

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