A new era of prestige for doco filmmakers from the margins.

Davis Guggenheim, Jonathan King, Rahdi Taylor, Laurene Powell Jobs

To put a stake in the ground as documentary film’s answer to the MacArthur ‘Genius’ Program, Concordia’s Artist In Residency fellowship (founded by Davis Guggenheim (An Inconvenient Truth), Jonathan King and Laurene Powell Jobs and Rahdi Taylor) needed a brand that would resonate with filmmakers and audiences worldwide.

We explored how a fellowship backed by the greats, centered around bolstering the careers of underrepresented artists, called for a brand system that struck a similarly bold balance. When exploring features to draw in future talent, we couldn’t go past intentionally bold type foregrounding the fellows’ real words.

We worked with photographer and director Gari Askew on artist portraits that would work under the same directive as the brand system: to bring artists to the front. Evocative, serious prestige met a newer, more passionate and personal aesthetic – celebrating the unique voices, artistic output and identities of the fellows themselves.

What we did...



  • Immersion & research
  • Naming
  • Values, purpose, proposition & personality


  • Language & tone of voice
  • Messaging
  • Copywriting


  • Visual identity
  • Art direction
  • Brand animation


  • Collateral design
  • Design systems and guidelines
  • Motion design