The Mumbai Academy of the Moving Image (MAMI) is a public trust that organizes the annual Jio MAMI Mumbai Film Festival with Star India.
While they had enjoyed success since their inception, they now wanted the event to become more inclusive, relatable, younger and more approachable. They therefore needed an identity that was fun, dynamic and playful, and was flexible enough to work across platforms.
The backdrop of all this had to be Mumbai, and the festival had to celebrate and involve this vibrant city.
The Seed Idea:
When we looked at what MAMI stood for and how it made people feel, we realised the brand stood for passion, inspiration, enthusiasm and culture.
Building on these core values, we finally arrived at our seed concept – “Fishing for Talent”. This idea was inspired by the Kolis – the original inhabitants and the lifeblood of the fishing industry in Mumbai. It also stemmed from the brand’s purpose, which was to celebrate and provide a platform for everyone who ‘swam’ into the city, looking to showcase their work.
The Brand Language:
We began by creating an identity for the brand that would stand out, but also something that the city could feel was their own. While the previous logo was generic and cliché, we wanted to create a logo that was contemporary and inspired from where we came from. The new logo design uses illustrations and intricate lines to spell out ‘MAMI’ in the traditional Devnagari script, making it relevant and relatable. The thought was succinct, if you need fresh waters to swim in, MAMI streams are now flowing.
From colour palettes and typefaces to patterns and photography, we ensured all our designs reflected the seed idea and captured the essence of Mumbai. We used shades of blue to represent water, while using a mixture of bright and pastel colours that represented the hustle & bustle that is Mumbai city.
The verbal language too, was fun, witty and light, with references to the sea, fishing and Mumbai, to reinforce the new identity and its meaning.
All this together would then have to be extended onto posters, merchandise, emailers, banners, hoardings, standees and other MAMI communication.
The 18th MAMI Film Festival, saw attendees and guests taking to social media to talk about the festival and share their experiences.
Twitter was the most active social media platform for the festival, with roughly 5.5 million impressions, with Facebook close behind.
Newspapers too featured the festival, with English, Hindi, Gujarati and Marathi publications all talking about celebrity appearances, movie screenings, interviews and events.