The Middle Eastern Arts and Film Festival
In 2014, Helsinki saw its first Middle Eastern Film & Arts Festival. The main aim of the annual festival is to break stereotypes that are easily associated with the Middle East, by promoting its rich and diverse culture through films and art.
Creating an identity that an international audience could relate to, but would still stay true to its Middle Eastern roots. Since the festival touched such a broad geographical area, the challenge was also in finding the uniting elements to create a coherent whole.
The result was a playful brand that is flexible and applicable to all mediums. By choosing well-known Middle Eastern elements, a sense of unity between the countries was built, and an international audience reached.