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May 23, 2011 Comments Off

Wrong Way to Hope

Wrong Way to Hope

Complete brand system to promote the documentary film ‘Wrong Way to Hope’—about a group of young adult Cancer survivors kayaking down a remote river canyon in Oregon.

Website

Initially the site was just going to be a simple placeholder for the trailer and contact information. However as they started to promote the film’s completion things snowballed, and before they knew it they were planning a coast to coast tour to screen the film in hospitals, Cancer clinics and theatres. We decided a new site would be needed to be an information hub for the film and the tour.

The design of the site came mostly from the design of the DVD art and the promotional poster for the film’s Calgary premiere last Fall. Built on WordPress, the trailer is still front and centre, but we have added a blog, an events calendar as well as sections for Media and promotions. Social media is critical to promoting something like this so it was essential to include Facebook and Twitter plugins.

Promotional Materials

To produce visually striking t-shirts, I wanted to strip the Wrong Way to Hope logo down and just keep the basic elements that make it tick. To accomplish this, I simplified the background down to a ‘grungy diamond’ in white. I used it to push out the ‘arrow’ symbol with the bright yellow. This new design keeps the logo intact while making it minimal enough to be effective on a silkscreen t-shirt. To add product variety we printed the same design on two colours of shirts; royal blue and dark grey.
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