Cinéfranco is the leading International Francophone Film Festival in English-speaking Canada. Founded in 1997, the event promotes francophone culture through film and storytelling. Despite being around for close to 20 years and feeling it connected well with the middle-aged francophone population, Cinéfranco recognized that it was falling short in reaching anglophone and younger audiences.
When we first met with Cinéfranco, the festival was presenting itself differently every year, usually through the lens of one of its feature films. As a result, the Cinéfranco brand was not reflecting its long-standing presence nor its future vision.
To begin a strategic transition, we made the identity more contemporary and simplified the name by breaking it into “Cine” and “Franco”, making it easily understandable for anglophone audiences. We then worked with the festival team to create campaigns that highlighted the identity and had cross-cultural appeal.