Despite initially forgetting its own name, Studio Lowrie’s talk at February’s Nicer Tuesdays went rather well, explaining its impressive new identity for the Sundance Film Festival.
“It was an incredible project for us,” said Michael White, creative director and founder. “It’s been a year in the making.” The studio had to produce over 1500 applications, which design director Callin Mackintosh said required a hefty amount of help. “Obviously with just two of us in the shipping containers next door we couldn’t do all that ourselves. Lucky for us there was a team of ten designers at Sundance who were managing all that.”
The eureka moment for the studio though was when it all came together and they saw it at the event. “Everywhere you looked you could see the branding. It’s quite a surreal experience, especially being in a shipping container doing a PDF over Skype,” said Michael. “Then going to this city of 50,000 people and they are all wearing it.”