HUNTSVILLE, ONT—Premiering today is Film North, Muskoka’s first international film festival. And starring in the role of brand strategy and creative direction is Toronto design firm Concrete.

When developing the brand for the new festival, Concrete focused on our Canadian brand of humour. “Part of the Canadian psyche is the ability to make fun of ourselves,” said Diti Katona, founding partner at Concrete, in a released statement. “We wanted to take the standard festival imagery – like the Cannes laurel leaves – and put a tongue-in-cheek, Canadian spin on it.”

And to give the identity a truly local feel, images of festival founder Lucy Wing’s old family cottage were included in the marketing campaign. “We wanted to present the festival, and the town of Huntsville, as an unpretentious, welcoming place for young talent from around the world,” said Katona, in the release.

Wing is emphatic in her review of the campaign: “The new branding has enhanced the direction of Film North and the very essence of who we are,” said Wing, in a release statement. “The monetary value of this contribution is so much more than we ever could have afforded. We can now be perceived as clever and unique, not just another ordinary festival, and promote ourselves on an international stage. We are truly grateful for Concrete’s tremendous contribution.”

The festival begins today and runs through Sunday. Contact: concrete.ca; filmnorth.net