The objective of this school project was to design the branding for a festival that honors a film director, and I chose animated short film maker Don Hertzfeldt. At first I was going to create a festival that would be based solely around Don Herdzfeldt and his work, but I changed direction after I did some research into short film festivals around the world. I wanted the festival to be an annual multi-day event that could switch which animated short film maker to honor every year and also hold a competition for aspiring film makers. Therefore the branding became about a festival that celebrates short animation films. The logo is made of the initials ASA.