You might have noticed the LRFF has a complete new look this year. We partnered with NYC design firm Little Fury to produce a new identity, logos, posters, tshirts, and even a new website. Little Fury designers have helped rebrand Toyota Trucks, Rembrandt toothpaste, and the New York Botanical Gardens. They also produce a line of specialty notebooks, and run an online design store called Start Here Mart. Little Fury designed two posters for the documentary Warrior Champions that my brother and I have on the festival circuit now.
I spoke with Little Fury’s Tina Chang about working with the LRFF, their inspiration for the project, and collaborating with Little Rock based web design company Aristotle.
Tell us about Little Fury?
Little Fury is a small design studio based in NYC. Clean, simple, and functional marks the Fury way in everything we design and we design almost everything: identities, packaging, publication, posters, books, exhibitions, websites, and products.
We are designers who design unique expressions and solutions to the individual needs and personality of a company, creating beautiful designs in their simplest form.
Had you designed for a film festival before, what were your initial thoughts to re-branding LRFF?
This is our first time designing for a film festival, and we’ve been thrilled to be a part of the exciting evolution of LRFF’s increasing presence as a national film festival with a local and independent perspective. We envisioned a brand that reflects LRFF’s pride, focus, and commitment to being the best film and cultural experience in the South. We wanted to create a logo that was not only unique of Arkansas but also unique within the film festival landscape. 
What was your process for working through that? What brings together the poster, the mark, the website, the entire thing as a whole?
The inspiration for the new identity came from the three goals we had for LRFF’s brand: to communicate that at its core it is a film festival, to champion Arkansas, and to reflect the independent spirit of the founders who were local friends with a desire to bring a unique cultural experience to the South.
The strength of the LRFF brand is when you see all the touch points of the logo, poster, website, program, t-shirt…etc. We believe that the best kind of identity is one that grows in richness through use and application – one that, unlike a rubber stamp, does not depend on uniformity and repetition to be effective, but creates individual elements that are all a part of the larger whole of the brand. 
How is designing for the LRFF different than the normal work you guys do?
LRFF was a nice departure for us to do something a bit more fun and with a lot more creative freedom. We don’t take for granted having a chance to work with an organization that is willing to be challenged and open to the entire creative process. We truly thank you, Craig, Jack and everyone at the LRFF for all the support and enthusiasm.
You collaborated with Aristotle the web design team based in LR on the new website…
Working with Aristotle was truly a enjoyable experience. It’s always a blessing when you can collaborate with a team that not only has a lot of experience, but does great work and creates a friendly, dynamic working relationship. 
