Julia Miceli Pitta links liquid and light for Libre Film Festival’s cinematic identity system

“It all started with the idea of how light is seen from a projector,” Buenos Aires and London-based creative Julia Miceli Pitta tells us, discussing her flowing identity for Libre Festival – a curated cinematic event where Maldonado’s Jose Ignacio Lagoon hosts film showings. “Whether in movie theatres or at home, the light from the projector has a certain direction,” she continues, beginning her process by sketching out the tapered conical direction of projected light, which forms a moving image when in contact with a surface. “We then thought about the context,” Miceli Pitta details, “and as the festival will take place in the middle of a lagoon,” she adds, “flexibility, liquidity and motion were some of the characteristics that had to be seen at first sight.”

As a result, Miceli Pitta brought light and liquid together to form the leading illustrative 3D pattern that champions the cinematic and geographic context of the festival whilst providing a structural contrast to the surrounding visual language, namely its typographic execution.

Opting for Production Type’s Big Daily and Sempione Grotesk by Cast, Miceli Pitta explains, “the idea behind these fonts is to create a link between the past, present and future,” utilising Big Daily’s unique design to harken back to cinema’s past whilst maintaining its contemporary edge. “The font and its characteristics gave us that idea of the past that we were looking for,” she adds, “something subtle and elegant” that sits comfortably in a modern identity.

“The decisions we made with the typography were the ones that brought it to the present,” Miceli Pitta recalls, creating the space for the brand’s type and form to interplay on a solid, monochromatic bedrock. “When we thought about the colour palette, the first thing that came to mind was a simple question: what is this festival?” Miceli Pitta concludes, answering, “it’s cinema.”

Julia Miceli Pitta