National Screen Institute
Supporting storytellers to create a better world
A bold and unexpected visual identity and site design paired with inspiring, focused messaging helped establish a new era for an organization that champions diverse creative voices. The National Screen Institute supports Canadian storytellers through supportive and far-reaching training and mentoring. The nonprofit organization is committed to underrepresented voices and has supported more than a thousand creators since its inception in 1986.
The Ask
With the approach of the National Screen Institute’s 35th anniversary, the organization undertook a strategic evaluation of how best to support its cross-Canada storytelling community into the next decade. After refreshing its vision and mission, the National Screen Institute turned to the Manoverboard team (now a part of Mangrove) to design a new brand identity to inform its website redevelopment and content strategy.
The Solution
The National Screen Institute’s new brand identity concept is built around the circle, a shape well-suited to human connection. We sit together as children at school, gather as adults in sharing circles, and eat meals around the dinner table. The new logo and identity system convey that there is room around the circle for everyone at the National Screen Institute.
The smooth curves of the typeface from Montreal’s Pangram Pangram foundry echo the mark’s structure. The colors reflect the vibrancy, creativity, and diversity of creators in Canada. Smaller circles cradle the larger circle, mirroring the ongoing support of the National Screen Institute community. The resulting “eye” tips to the side, representing the unique viewpoints of faculty, alumni, staff and storytellers — and the diverse perspectives they offer the world.
After finalizing the new brand identity, we crafted a website design and content to reflect the organization’s new mission statement and brand identity. The new site features inspiring messaging, robust program pages showcasing educational offerings, a coherent publishing/blogging system for updates, stories and media releases, as well as a film festival archive. We also improved the typographic style and hierarchy, site navigation and search.
The National Screen Institute’s sweeping transformation has energized its community and communicates its objectives clearly and inclusively to expand its reach.
Highlight
Projects encompassing brand identity, content strategy, and website design allow organizations to project a cohesive and memorable presence.
Our new brand identity and website clearly puts storytellers front and center. We've had an outpouring of positive feedback about the site's inspiring message, ease of use, and fresh design. Having an innovative, outside perspective propelled us to take a bold approach to how we frame our organization. Andrew’s team expertly led us through an incredible, transformative experience and was able to turn our new vision, mission and strategic goals into tangible visual products.
Our Role:
- Responsive Front-End Development
- Custom Wordpress Development
- Graphic Design
- Identity / Branding
- Content Strategy
- Strategic Direction
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