Frameline40 & Frameline41

Frameline Brand & Digital Redesign

I came to Frameline at a pivotal point in its history. The world’s largest and longest-running LGBTQ+ film festival needed a brand refresh to commemorate its 40th year and usher the organization into the digital age. 

As Communications Manager, I was in charge of social media, community outreach, marketing, strategy, and design. My first major task was finding a world class design partner to help reshape the brand. After an RFP process, Frameline selected Rob Duncan, partner at global boutique design firm Mucho. I acted as the liaison between the two organizations, communicating the language of design to Frameline and the intricacies and nuances of the queer community to Mucho. After a brand workshop with the Frameline board and staff, the Mucho team created an elegant, timeless, and flexible brand that worked across print and screen applications. I not only managed the rebrand, I also supervised a team of six people responsible for producing the festival program, video interstitials, social media campaigns, community outreach efforts, and public relations. I coordinated and produced the Mucho photo shoot for the festival’s identity. As a representative of Frameline, I called up infamous drag queens to borrow wigs and crowns and emailed queer history giants like Cleve Jones to locate iconic props, like Harvey Milk’s bullhorn, for the Festival’s branding. 

I also coordinated the printing and posting of all MUNI and BART signage, the production of t-shirts, and the production and design of a 120+ page program, party tickets, and VIP passes. Along with Frameline Executive Director Frances Wallace and Director of Marketing and Strategic Partnerships David Warczak, I helped produce and shape the concept of the Frameline40 trailer directed by Aron Kantor.

The operational changes, programs, and digital interfaces I created in my time at Frameline boosted sponsorship and donor interest and increased the visibility of the organization. Read more about the website and marketing redesign below.