Brief
Fucking Småland is a film festival concept developed in collaboration with Region Jönköping — a project delivered under a tight timeline with a limited budget, calling for sharp creative decisions and a strong visual direction from the start.
The Company
Fucking Småland is a film festival rooted in Småland and built around identity, emotion, and the courage to be yourself. Screening films from around the world, the festival amplifies young voices, diverse life choices, and stories about who you are — and who you want to become.
Programs
Figma
Adobe CC
THE PROCESS
The visual identity centers around two core elements: a film clapper used as an image mask, grounding the festival firmly in the world of cinema, and a gradient spotlight that evokes the warmth and drama of a projector beam hitting the screen. Together they create a system that feels both cinematic and personal.
The festival called for a typeface with real character. Syne Extra Bold was chosen as the primary display font — expressive and confident, with additional weights used to create hierarchy across headlines. A clean, complementary body font keeps longer text effortless to read without competing with the display type.
The color palette consists of four colors: a bright and deeper blue, a bright and deeper red, alongside a light pink and soft yellow. The system is intentionally flexible — lighter tones pair naturally with darker ones and vice versa, making it easy to build compositions that feel alive without becoming cluttered.
KEY TAKEAWAYS
Constraints = Clarity
A short timeline and tight budget pushed every decision to be deliberate — resulting in an identity that feels focused and confident rather than overworked.
Easy-to-use brand
A strong visual system doesn't need to be complicated. By building around two iconic elements — the clapper and the projector light — the identity stays flexible enough for diverse applications while remaining instantly recognizable.
