Sundance Channel Analysis
The Sundance Channel is a spin off from the Sundance films festival and holds the same values although a separate organisation. Entries to the festival are usually included in the programming of the channel alongside a diverse collection of films, documentaries and original shows. Sundance provides a platform for independent creative voices and looks to show the challenging and the unconventional. The tagline running through many of the idents is "For a change". The audience is less defined than other channels but are described as sophisticated: "We think that they are open to arresting, innovative communication on all levels, including design." - Sarah Barnett (SVP Branding, On-Air & Creative Services, Sundance Channel).
"Sometimes the most simple form of expression, well executed, is the smartest rout and most well received solution."
The channels design is very clean, free from clutter, predominantly 2D with occasional 3D manipulations giving further depth. The design team, in looking for an authentic way for design to work, has a very minimal use of shapes. Plain blocks of colour form strings across the screen, occasionally one of these blocks frames a key image or piece of footage. There is a sub section within the overall graphics package dedicated to environmental programs. This uses, unsurprisingly, green as its key colour with illustrations of plant life growing out from footage of built objects. Interestingly, although most other channels seek ways of standing out, this is the only channel, of these case studies, that uses a serif font in its logo. A very small detail that does set it apart.
Most of the design and production is undertaken by the small in-house creative agency with larger outside studios pitching for the bigger projects. "It's exciting because you don't have to be all things to all people. It;s about knowing your audience and delivering the content and the personality that's right for them." - Sarah Barnett (SVP Branding, On-Air & Creative Services, Sundance Channel).
Short Film Festival from DUMAIS on Vimeo.