Work Arts_&_Culture
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Frameline’s mission is to change the world through the power of queer cinema. As a media arts nonprofit, Frameline’s programs connect filmmakers and audiences in San Francisco and around the world. Working with the team we created a new brand identity and campaign to celebrate the 40th anniversary of the world’s longest running LGBTQ film festival.

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The solution

The resulting ‘frame’ logo with a capital ‘F’ and queer ‘L’ (as we like to refer to it), creates an image that becomes instantly recognizable, flexible—as it opens out to highlight type and imagery and works well at small sizes for social media applications.

Frameline40 Invitations

The festival

Mucho was delighted to be the Premier Creative Partner of Frameline40. Pairing the new logo with black and white photography of film props and clever copy by David Begler has resulted in a witty, yet sophisticated look and feel for the 2016 festival. Festival graphics were posted in Muni stations, bus sidings and on bus shelters around San Francisco.

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Mucho delivered beyond Frameline’s wildest dreams — a new design aesthetic, both bold, on-point and savvy, that propelled brand-Frameline well into the future.
Frances Wallace Executive Director, Frameline
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