The March on Washington Film Festival has been a beacon for storytelling through film, art, and history. However, as its mission expanded to celebrate a broader range of stories and connect the past with the present, it required a reimagined identity. Enter March On!—a refreshed brand that embodies a renewed spirit and vision.
Black Digital partnered with March On! to lead a comprehensive rebranding effort. Our goal was to help the festival evolve while staying true to its roots. We developed a strategic brand story, crafted a new visual identity, and designed a brand promise that would resonate with audiences new and old. From the initial vision to the final implementation, our team worked closely with March On! to ensure every touchpoint—from program books and social media posts to signage and presentations—reflected their mission of bridging past and future.
The 2024 March On Festival, themed “WORD! Writers Who Move the Movement,” celebrated storytelling through art, film, and writing. With our creative direction, the festival’s visuals captured the essence of powerful narratives and the ongoing fight for justice and equity. Black Digital’s design work for the festival brought to life the stories that March On! sought to highlight, from the imagery on event banners to the thoughtful design of the program book.
Our design approach centered on crafting a visual system that would grow with the festival. We combined bold colors, contemporary typography, and vibrant imagery to create a fresh yet timeless aesthetic. The brand promise—honoring history while moving forward—was woven into every element, creating a cohesive experience for festival-goers, partners, and supporters alike.
With the festival’s growing digital footprint, the website needed to be both visually compelling and highly functional. We developed an intuitive user experience (UX) and a seamless front-end and back-end architecture, ensuring the site could evolve as March On!’s needs changed. This included easy-to-update sections for new programming and interactive features to engage audiences before, during, and after the festival.
Beyond the rebrand, our team also managed social media marketing efforts to amplify March On!’s voice. We developed a content strategy that highlighted the festival’s mission, engaged audiences with key themes, and celebrated the artists and storytellers featured in the festival. Through this work, we helped March On! build a stronger connection with its community and broaden its reach.
