I was hired for the Montreal International Film Festival
For the 2025 edition, the Montreal International Film Festival (MIFF) hired me as a visual designer to lead a complete brand refresh. My work included redesigning the logo, mascot, and website, ensuring a cohesive and modern visual identity.
BRAND IMAGE
Re-branding:
Making a New Brand Image
As part of the 2025 rebranding for the Montreal International Film Festival, I was responsible for redesigning the overall brand image.One of the first elements I focused on was the color scheme. I wanted to capture the vibrant, funky energy of Montreal — a city known for its creativity and bold spirit.I selected a palette of six dynamic colours as a foundation, which became the starting point for experimenting with the visual direction of the brand.
MASCOT DESIGN
The creation of the beloved mascot:
Popi
As part of the 2025 rebranding for the Montreal International Film Festival, I was tasked with designing a cheerful, cinema-themed mascot. Inspired by the original brief, I reimagined the character as a cute popcorn kernel with wide eyes and a bright smile, holding a green video camera overhead. We decided to call him"Popi".
This playful twist captured the joy and creativity of cinema while adding a fun, memorable element to the festival’s identity. The final design was featured across event materials, digital platforms, and merchandise.
LOGO DESIGN
The Logo Redesign:
Brainstorming, Layout, Colours, Fonts, etc.
As part of the 2025 rebranding for the Montreal International Film Festival, I was also responsible for redesigning and refining their existing logo.
My goal was to create a layout that felt bold and irregular, yet remained minimal and dynamic — something that unmistakably said, “This is a film festival!”
The Logo Redesign:The Final Product
To reflect the festival’s Montreal roots and contemporary spirit, I chose PP Neue Corp Tight Ultrabold, a typeface designed locally by the Pangram Pangram type foundry. The result is a striking, modern logo that feels both cinematic and uniquely tied to its cultural context.
EVENT POSTER
Branding:
Event Poster
A key part of my role was illustrating the official event poster for the festival. We wanted the artwork to feel rooted in Montreal, incorporating recognizable landmarks and beloved spots that locals and visitors alike would connect with.
At the center of the composition is Popi, the festival mascot, overlooking the city as if capturing its vibrant energy through his camera lens — a playful metaphor for how film can frame and transform a city.
The poster went through two months of careful refinement, and I’m proud of the final result.
MERCHANDISE
Final Step:
Designing the Merchandise
In the final phase of the project, I designed the festival apparel and my illustration assets were used on limited-edition canned drink designs. These visuals helped extend the brand identity across merchandise, creating a cohesive and memorable experience for attendees.
