Since its inception, Show Me Shorts was known for their “bold, bright, punk aesthetic…a little bit edgy, rough and ready — with a strong independent voice”.
Built from their root strengths, Studio Akin created a bold, new identity that literally pushes the logo over the edge, disrupting the border and cropping it, with a devil-may-care energy. The campaign (across print, posters, brochure and digital) emphasises the sense of scale, of the uncontainable. It’s a take on the fast-edit, the very vitalness and immediacy of short filmmaking.
There are rules of course. For example, when something is tilted, it is always on a 5 degree angle. It is a chance to reassure through familiarity and continuity, but to also challenge with moments of unexpected difference. The format affords the festival a degree of storytelling leeway, the opportunity to challenge and push legibility, to be able to catch the eye and demand attention against the endemic cultural preference for simplicity and politeness.
This is the fourth Show Me Shorts campaign since Akin’s rebrand in 2017.
Studio: AKIN
Creative Directors: Tana Mitchell, Emma Kaniuk
Design Lead: Sienna Mark-Brown
Client: Show Me Shorts
Photography: Show Me Shorts
Built from their root strengths, Studio Akin created a bold, new identity that literally pushes the logo over the edge, disrupting the border and cropping it, with a devil-may-care energy. The campaign (across print, posters, brochure and digital) emphasises the sense of scale, of the uncontainable. It’s a take on the fast-edit, the very vitalness and immediacy of short filmmaking.
There are rules of course. For example, when something is tilted, it is always on a 5 degree angle. It is a chance to reassure through familiarity and continuity, but to also challenge with moments of unexpected difference. The format affords the festival a degree of storytelling leeway, the opportunity to challenge and push legibility, to be able to catch the eye and demand attention against the endemic cultural preference for simplicity and politeness.
This is the fourth Show Me Shorts campaign since Akin’s rebrand in 2017.
Studio: AKIN
Creative Directors: Tana Mitchell, Emma Kaniuk
Design Lead: Sienna Mark-Brown
Client: Show Me Shorts
Photography: Show Me Shorts
The Urban Walking Festival is an Auckland-wide festival of urban walking that revolves around local people celebrating their place, sharing what makes it special and advocating for what they love about it through walking and conversation.
‘Framing the urban environment’ became the starting point for this campaign. Using framing and cutouts to create snapshots into the community, creating smaller moments, that come together to tell a greater story.
Frames are taken from the urban environment; drawn from buildings, roads, windows; and can house images of people and community. There is a handmade, community feel to this campaign — we want people to physically get out there, we want them to feel like there is a community of people waiting for them to join. It’s approachable and lighthearted, to reach as wide an audience as possible.
Studio: AKIN
Creative Directors: Tana Mitchell, Emma Kaniuk
Design Lead: Sienna Mark-Brown
Client: Melissa Laing, Urban Walking Festival
Photography: Urban Walking Festival
‘Framing the urban environment’ became the starting point for this campaign. Using framing and cutouts to create snapshots into the community, creating smaller moments, that come together to tell a greater story.
Frames are taken from the urban environment; drawn from buildings, roads, windows; and can house images of people and community. There is a handmade, community feel to this campaign — we want people to physically get out there, we want them to feel like there is a community of people waiting for them to join. It’s approachable and lighthearted, to reach as wide an audience as possible.
Studio: AKIN
Creative Directors: Tana Mitchell, Emma Kaniuk
Design Lead: Sienna Mark-Brown
Client: Melissa Laing, Urban Walking Festival
Photography: Urban Walking Festival