Category A01. Creation of a new Brand Identity
Entrant IDNA GROUP Copenhagen, DENMARK
Idea Creation IDNA GROUP Copenhagen, DENMARK
Name Company Position
Per Madsen IDna Group Creative Director & founder
Anne-Mette Højland IDna Group CEO & founder
Christian Brænder IDna Group Senior Artworker
Lars Preiland IDna Group Senior Artworker
Lisbeth Schrøder IDna Group Account Director

Background is a new streaming platform enabling easy distribution and viewing of indie films. The aim is to ‘fill in the gaps’ and reveal hidden European film treasures to movie lovers around Europe. NutAlone is a game-changer, as it is based on a Digital Rights Management system which allows rights holders to easily select the territories in which a new film should be made available and includes a hosting system which enables any website or media outlet to make titles easily available on the platform. The task was to create a name, a communication concept and a visual identity for the platform. The identity should embrace the courage, passion and artistic approach of the indie films while ensuring that the new brand will stand out at European film festivals. Furthermore, the client was pursuing a ‘community feeling’ for the brand, as the platform unites movie nuts – both viewers and

Describe the creative idea (40% of vote)

The solution became a communication concept evolving around the “nut” – in the name NutAlone and in the symbol which stars as the ‘leading actor’ throughout the entire identity. The nut is closely linked to the ‘movie nut’, and thus contributes to a community feeling – both for the filmmakers and the movie lovers. The nut can be used in still images and is easily animated to bring in the ‘motion’ we know and love from the world of movies.

Describe the execution (40% of vote)

The new platform and the new visual identity were launched at the Berlin International Film Festival – The Berlinale, in February 2019. The new identity is yet to be fully implemented; however, the identity already lives in the website, posters, stationery and in office decoration. The main character – the nut – is present throughout the entire identity and both the typography and the 5th element hold strong references to the cinematic universe and to independent moviemakers like Quentin Tarantino and Woody Allen while expressing the artistic freedom and courage often seen in independent movies.

List the results (20% of vote)

Nut Alone has already had a global impact on European cultural diversity. With the launch of the streaming service, viewers around Europe can now find high-quality independent European films that not are available elsewhere, and at the same time consumers can share the films they love with the community. Although the platform is still in its beta version, 20 rights holders with catalogues have already onboarded the platform, and negotiations with additional rights holders and festivals are currently ongoing. A new round of funding from Creative Europe has also been achieved.