ADAM CHEN

SUNDANCE

Scope：
Creating a visual system for the Sundance Film Festival that reflects my own reading of its spirit—open, bold, and always pushing new voices forward.

Overview

This project reimagines the Sundance Film Festival 2024 through a visual system inspired by the festival’s bold, open spirit. The arrow motif is drawn from the geometry of a sunburst—each ray symbolizing direction, momentum, and creative energy. The resulting visuals highlight Sundance as a place where ideas radiate outward and new voices come into focus.

Branding

In the branding phase, I led the design and concept development, building out the visual language and core identity elements. I also explored the potential of an AI-driven workflow to generate mockups that extend the system across various touchpoints.

What I Learned

Building Cohesive Systems :
Learned how to create a unified branding system anchored in a consistent visual concept.

AI Workflow Integration:
Explored how AI can support and expand the workflow, especially in generating mockups and visual variations.

ADAM CHEN

SUNDANCE

Scope： Creating a visual system for the Sundance Film Festival that reflects my own reading of its spirit—open, bold, and always pushing new voices forward.

Overview

Branding

What I Learned

Scope：
Creating a visual system for the Sundance Film Festival that reflects my own reading of its spirit—open, bold, and always pushing new voices forward.