Into Film

Supporting the launch of a kid's charity with a film-first brand

Into Film is a film education charity for young people, that aims to inspire and mobilise a generation to develop an engagement with film.

The organisation came to Moving Brands to support two distinct objectives; inspire its broad target audience of 5—19 year olds, and engage benefactors to ensure financial support.

Since launch, over 1 million children have taken part in the Into Film programme, with 97% of members saying it has helped them learn about and want to watch different types of films. With numbers like that, we’re very excited about the future of the film industry.

Objective

In order to launch successfully into a crowded charity space, meet its growth targets and connect with its youth audience, the charity engaged Moving Brands to define its name, brand identity, messaging and brand touchpoints. Winning the project at pitch, we were eager to partner with the charity; there is a synergy in our passion for film, and our belief in the power of storytelling.

We developed a narrative that would resonate with both youth and financiers; ‘See, Think, Make, Imagine.’ It expresses directly to the young audience the organisation’s aim of ‘watching, making, and understanding film.’

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Approach

We approached the creation of the identity system from a motion-first standpoint, with the movement of the brand mark informing the entire system. The mark is used as a window to view powerful and recognisable film content, reflecting the organisation’s role in connecting children to film.

A bespoke display typeface was created, with both weights represented in the master logo, helping to connect the organisation’s communications through a shared visual style. The typeface supports various graphic treatments, from revealing film imagery, to creating impact and anticipation, to outlined type that can create subtle, elegant moments. The identity system as a whole is vibrant, distinct, and playful – and received the seal of approval from the target market within workshops with children of all age groups.

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Results

To support the organisation at launch, we provided easy to apply guidelines, best practice templates for the brand’s print, merchandise and digital applications, and campaign messaging that would enable them to speak authentically to both children and benefactors.

Since launch, over 1 million children have taken part in the Into Film programme, with 97% of members saying it has helped them learn about and want to watch different types of films. Over 6000 teachers and youth leaders have been trained to use film in their work – a threefold increase on training levels before the rebrand. All this is possible due to soaring investment levels, received from various grants, funds and trusts.

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