A Visual Identity Built Around the Joy of Watching
For the 18th edition of the Bulgarian Film Festival in Prague, we developed a complete visual identity based on a simple yet playful idea — transforming the number 18 into the festival’s main visual symbol.
When rotated, the number 18 becomes a stylised face with expressive eyes and a smile. It represents the audience itself — watching, reacting and fully immersed in the cinematic experience. This concept inspired the creative idea behind the identity: “We Couldn’t Look Away.”
Our goal was to create a contemporary, minimalist and memorable identity. Bold typography, a limited colour palette and simple geometric forms resulted in a flexible visual system that works consistently across every touchpoint.
The project included the overall creative concept and the complete visual identity, covering posters, festival programme, digital communication, social media, motion graphics and festival merchandise. Every application was designed to build one coherent visual language while giving the festival a distinctive and recognisable character.
We are especially proud that the concept was so warmly received by both the organisers and the audience, becoming an integral part of the festival experience.