TIFF needed a way to foster a fuller appreciation of their programs among audiences in Canada and abroad; better manage their evolution; and ensure that all current and future efforts contributed to building an increasingly strong brand.
After 33 years of growth, the TIFF Group’s flagship event – the Toronto International Film Festival – had become known as one of the top film festivals in the world. Considerably less well known were their other programs and activities operating throughout the year. These various offerings evolved in an ad hoc, semi-independent fashion and awareness of the full scope and potential of TIFF ranged from very low to non-existent in key stakeholder groups.
The ambition: broaden the awareness of the organization behind the festival, expand it’s offering from a 10-day event to a permanent, year-round experience and leverage its international reputation to position TIFF’s new, world-class facility as the preeminent global film centre.
By unifying various unconnected programs and initiatives through a master brand strategy and clear brand architecture, TIFF was able to elevate that leveraged the power of the TIFF name and perception based on audience segments/types to make their programs more readily understandable by all constituents. Simplified and relevant names and venue brands were created, tested and rationalized, and supported through a cohesive set of governance tools and processes.
TIFF’s streamlined visual identity system, anchored by a simpler, more contemporary logotype, elevates the image of TIFF to its proper stature and tangibly reinforces the seamlessness of TIFF’s offerings and the strong relationships they have with each other at every touchpoint. TIFF”s awareness has now broadened beyond the festival, from a 10-day event to a permanent, year-round experience and leveraged its international reputation to position TIFF’s new, world-class facility as the pre-eminent global film centre.