Seeing German cinema through a new lens.
Stand out in the most crowded cultural landscape in the country.
German Currents is Los Angeles’ leading festival for contemporary German cinema. Organized by the Goethe-Institut Los Angeles and the American Cinematheque, it introduces American audiences to new voices, perspectives, and stories from Germany’s evolving cinematic landscape.
In a city where every marquee, billboard, and feed is competing for attention, the festival needed a visual identity distinctive enough to stand out, communicate its contemporary perspective, and strengthen its connection with audiences.
The objectives were to:
- Increase awareness and visibility across the city
- Showcase contemporary German cinema in a fresh and engaging way
- Differentiate the festival from competing cultural and film events
- Develop a recognizable visual system adaptable across print, digital, and environmental touchpoints
See German cinema through a new lens.
The creative concept centers on the idea of seeing German cinema through a new lens. The key visual transforms film reels into oversized eyeglasses — a bold and memorable metaphor for perspective, discovery, and cultural exchange.
The result is a distinctive visual system that is both playful and sophisticated, creating strong recognition across every festival touchpoint.
One lens, adaptable everywhere.
The eyeglasses key visual is paired with confident, high-contrast typography and a clean grotesque for program detail, giving the festival a voice that reads as contemporary, cinematic, international, and diverse — even as each film gets its own treatment within the frame.
The system was built to scale from posters and program booklets to social content, venue signage, and environmental applications — a single visual language adaptable across print, digital, and environmental touchpoints.
From the feed to the foyer.
- Poster series
- Programme booklet
- Social campaign
- Screen bumpers
- Tickets & passes
- Venue signage
- Step-and-repeat
- Email & web
A campaign that elevated the festival’s presence across Los Angeles.
The campaign successfully elevated the festival’s visibility and created a memorable audience experience across both physical and digital environments.
“A bold visual identity that helped elevate the festival’s presence and connect with audiences across Los Angeles.”
Goethe-Institut Los Angeles