Sundance

This project explores what would the world look like without craft, storytelling, and the health of our planet. These are all values of Sundance that have been perpetually under threat. The goal of this project was to accurately tell the story of Sundance. Multi-layered and complex, the challenge was finding a clear through-line between the multiple sub-brands that communicated the essence of the non-profit conglomerate. Through research, the theme of the fear of what can be lost in society started to emerge. The identity system, printed collateral, exhibition concept, and AR component aim to create a sense of what the world would look like without the values of Sundance. Images are obstructed, words are censored, and ultimately stories are not told. The images are brought to life through AR image tracking to provide a cinematic reveal of the colors, emotion, and humanity behind the black fields. 

Advisors: Samantha Jan Fleming, Jennifer Sorrell

Keywords: Strategy