A rebranding and complete website overhaul is a significant undertaking for any organization. It brought added significance for the WFG as it used the opportunity to honor a crucial person in its inception and development, Dave Barber, who passed away in 2021. The organization decided to rename its theater after the beloved film programmer. The WFG wanted its new brand identity to stay true to its roots while reinvigorating its community. The website required significant updating, streamlining and functional improvements while reflecting the organization’s edgy, boundary-pushing and inclusive ethos. Improving the site’s accessibility was also a priority.
We created a cohesive brand positioning strategy for WFG and DBC in concert with partner Message Communications to guide visual and written direction online and in other materials. The visual identity designs use minimal geometric forms expressing the acts of creating and watching film. While the contemporary sans serif provides a crisp look, the typeface harkens back to the 1970s when the WFG was born.
Because WFG and DBC function as integrated yet distinct entities, we recommended two paired custom WordPress sites. The web content management system can easily handle the organization’s content volume and event listings while allowing administrators to make updates regularly. Having two separate sites prevents content management from becoming unruly with growth, and ensures long-term functionality. Integrating the well-supported Shopify platform to handle the site’s e-commerce allows ticket and DVD purchases with just a few clicks. We designed the site to WCAG 2.1 Level A guidelines significantly increasing its accessibility.
WFG is stepping into its next 50 years with a clean, contemporary brand identity and website that juxtaposes the organization’s maturity and independent vibrancy.
We underscored the organization’s two distinct identities by designing WFG’s site using black typeface on a white background while employing the reverse on DBC’s site.
- Responsive Front-End Development
- Custom Wordpress Development
- Custom Shopify Development
- Graphic Design
- Identity / Branding