Utah Valley University was selected for a pre-screening of UnCharitable, a documentary about nonprofits and fundraising. Because the film’s branding had not been created yet, I was tasked with designing a unique visual identity for this event.
Event Branding | In-House
UnCharitable Screening at UVU
Creative Process
After watching the film, it became clear that the title was a bit of a misnomer. People are more likely to watch a documentary they think is criticizing waste in charitable organizations rather than a film that explains how overhead is both necessary and beneficial to nonprofits.
To be frank, the misconception that charities waste a lot of money is what intrigued me about the film. So I leaned into this, using the two most common colors associated with money: green (which had the benefit of being UVU’s main brand color) and gold (which had the benefit of being the color of the ribbon on the book’s cover).
A collage style allowed me to tie everything together using Benjamin Franklin’s $100 bill portrait as the centerpiece. The collection of items hinted at topics in the film, referenced the idea of collecting to the point of excess (which is how many people view charities), and allowed for stop-motion, looping animation.
Collateral
This branding was applied across multiple platforms, from print invitations to digital ads to social media posts. At the screening, each guest was provided with a snack box that was sealed with a custom sticker.
