FORM Brand Identity(s)

I independently led the rebranding and visual identity design for the 7th–10th F-O-R-M festivals, creating inclusive and dynamic visual languages each year that embodied the NGO’s mission to support local emerging artists.

View our IG campaigns

Timeline: 2022-Now (rebrand annually)
Role: Brand Designer (Individual project)
Tools: Adobe Illustrator / After Effects / Indesign / Canva / TouchDesigner

Project Story

Festival Of Recorded Movement (F-O-R-M) is an international movement-on-screen festival that centers the voices of youth and emerging artists. Founded in 2015 in Vancouver BC, F-O-R-M was created as a platform for movers and filmmakers to share and create short films that revolve around the body in motion.

As an immigrant in these unceded territories, I strongly recognized and felt a sense of belonging to this inclusiveness. I crafted a brand story by collaging together the previous F-O-R-M artists’ works and rendering the collage in motion. Through this, we reunited all the artists and celebrated with them in every of our new festival year.

The brand guidelines I delivered provide a strong foundation for social media campaigns, merchandise, editorial design, and more—designed to grow alongside the community of emerging artists in the filmmaking industry.

Logo Redesign (2023)

2016-2022 Logo v.s. New Logo

I led the logo redesign in 2023, refining the previous version into a cleaner, more versatile mark.

The new design maintains legibility, especially in logo farms, while presenting a minimalist yet dynamic aesthetic that contrasts with and amplifies the motion and richness of the main visual.

FORM 2024 Brand Visual

Festival Keywords:Distillation+ Longevity

Timeline: 2024.06-12

FORM 2023 Brand Visual

Festival Keywords:Inclusiveness + Diversity

Timeline: 2024.03-12

FORM 2025 Brand Visual (WIP)

Festival Keywords:Non-linearity+Interconnectedness

Timeline: 2025.04-12

Reflection

This campaign delivered good results, and we witnessed a doubling of the audience numbers for these events compared to last year. However, I believe there's room for improvement, particularly in focusing more on accessibility in the future. I designed a screening list with a QR code for our audiences to view the program guide on their mobile devices. Unfortunately, due to poor signal reception in the screening hall, most audience members missed the opportunity to access the list. Moving forward, I'll consider using different mediums when designing for the general public.

Special thank to Flory Huang who gave me lots of support and professional advice during the project, as well as the talented and passionate FORM Team and Artists. This project wouldn’t exist without your support!