Sundance Now

Motion Identity


Set the new Sundance Now streaming service in motion both on-air and online to promote their slate of bold, independent programming.


Develop an easy-to-use toolkit for messaging, titling, and graphic transitions that puts content first.


A flexible design system and collateral that extends the master brand voice across all screens, prioritizing digital.


+ Animation + Custom Typography + Brand Guidelines + Motion Guidelines + Toolkits

Motion Language

Our brief was to transform a static visual identity system into motion.

To promote their new OTT streaming service on the SundanceTV network, we leveraged Sundance Now’s brand guidelines to create a motion design system and unified on-air and digital presence. A refined logo maximizes legibility on all screens, which also functions as a device to showcase content. The design system flexes easily to accommodate new material, while the fonts and color palettes retain core brand recognition.

Experiential Content

We created large screen content for the channel’s presence at the festival.

For the 2017 Sundance Film Festival, we combined motion graphics with SundanceTV promos to create a looping, 18-minute video wall installation. Celebrating the shared ethos of the festival and SundanceTV, the work was synchronized to play across nine screens, creating an immersive experience to promote original series, movies, and documentaries.