The Gotham Film & Media Institute

Founded in 1979, the Independent Filmmaker Project (IFP) was the nation’s oldest nonprofit of its kind. But the more the organization grew, the more limiting its brand became. As IFP entered its fifth decade under new leadership, Love & War was asked to lead a full rebrand effort in support of an ambitious new vision.

First, we identified a “north star” to unify the organization’s many activities and assert its vital role in the modern film ecosystem: to help both filmmakers and industry “connect to what’s next” by finding, developing and celebrating the people and projects that shape the future.

Next, we recommended a name change to The Gotham Film & Media Institute, allowing us to draft off the pre-existing momentum of the Gotham Awards and establish a much simpler system to identify pillar programs such as the Gotham Awards, Gotham Week, Gotham EDU, etc.

From there, we developed a new visual identity that reclaims the maverick spirit of the original indie movement within a modern design language and stands out among film festivals and nonprofits. The identity is rooted in a custom typeface and a system of textures and “markup” that create space for free expression and expansion of the organization’s activities.

See more: Gotham on Instagram