As part of its ongoing commitment to cultural outreach and the promotion of regional cinema, PROA CINE—the film-focused division of the renowned private art center Fundación PROA—undertook a comprehensive rebranding of the Latin American Film Festival. This initiative aimed to refresh its visual identity and strengthen its connection with the communities it serves, while projecting a more cohesive, contemporary, and professional image.
What did we do?
Concept Development
Art Direction
Brand Design
New Brand Guidelines
The newly developed brand guidelines for the festival define the key rules for the correct and consistent use of its identity across all platforms and communication materials. This identity not only represents the festival to its audiences but also reflects the quality and institutional commitment of PROA. The essential visual elements that must be present in all applications include:
The festival name with its official graphic treatment.
The logo of the responsible business unit, emphasizing its direct connection to the community.
The institutional PROA CINE logo, providing official backing and credibility.
Merch to go along
This rebranding effort not only refreshed the festival’s aesthetics but also helped solidify its institutional presence, ensuring clarity and consistency in all future communications and across all touchpoints.
