The Gotham Film & Media Institute

What's next in indie film

Founded in 1979, the Independent Filmmaker Project (IFP) was the nation’s oldest nonprofit of its kind. But the more the organization grew, the more limiting its brand became. As IFP entered its fifth decade under new leadership, Love & War was asked to lead a full rebrand effort in support of an ambitious new vision.

First, we identified a “north star” to unify the organization’s many activities and assert its vital role in the modern film ecosystem: to help both filmmakers and industry “connect to what’s next” by finding, developing and celebrating the people and projects that shape the future.

Next, we recommended a name change to The Gotham Film & Media Institute, allowing us to draft off the pre-existing momentum of the Gotham Awards and establish a much simpler system to identify pillar programs such as the Gotham Awards, Gotham Week, Gotham EDU, etc.

From there, we developed a new visual identity that reclaims the maverick spirit of the original indie movement within a modern design language and stands out among film festivals and nonprofits. The identity is rooted in a custom typeface and a system of textures and “markup” that create space for free expression and expansion of the organization’s activities.

The idea behind the new name and identity system was to define a new vision for the future of the organization, and to elevate its profile while creating room for it to grow and diversify in years to come.

The Gotham

Award photography: The Gotham Film & Media Institute

See more: Gotham on Instagram

Billboard created for The Gotham Film & Media Institute as part of a complete rebrand by Love & War, a branding and design agency specializing in strategy, naming, visual identity, and launch campaigns. Following the organization's renaming from IFP, the outdoor campaign introduced Gotham's new identity across New York City with bold typography and messaging celebrating the future of independent film.
The Gotham Awards Ceremony As part of the rebrand of the Independent Filmmaker Project into The Gotham Film & Media Institute, Love & War developed the visual identity for The Gotham Awards. The identity was applied across the annual awards program through environmental graphics, podium branding, presentation materials, digital assets, signage, marketing communications, and the official awards trophy, creating a cohesive brand experience across every audience touchpoint. Services: Brand Strategy, Naming, Brand Identity, Event Branding, Environmental Graphics, Launch Campaign.
Love & War designed the official trophy for The Gotham Awards, creating the physical award presented to winners each year. Our work included the trophy's form, typography, materials, finish, and production specifications, translating the Gotham Awards identity into a timeless, architectural object. The project extended the brand beyond graphics into industrial and product design, making the award itself an integral part of the Gotham Awards experience. Services: Award Design, Trophy Design, Industrial Design, Product Design, Brand Experience, Typography.
Environmental branding and stationery system designed by Love & War for The Gotham Film & Media Institute. As part of a complete rebrand—including brand strategy, naming, visual identity, and launch campaign—we created a flexible identity system spanning office signage, business cards, membership materials, and branded communications that unifies Gotham's programs under a single modern brand.
Branded merchandise designed by Love & War for The Gotham Film & Media Institute as part of a complete rebrand. The collection—including apparel, tote bags, and promotional products—extends the organization's new visual identity beyond traditional brand applications, creating memorable touchpoints that celebrate independent filmmaking while reinforcing Gotham's bold, modern brand.