The UK’s national and regional film agencies have come together for the first time to create a new internationally facing brand for UK film We Are UK Film. Led and managed by the BFI, the UK’s lead organisation for film, the new business to business umbrella brand will boost the profile of the UK’s films, talent, services and locations to the rest of the world in a unified and focused way and provide a platform for the UK to do business with other international territories. Reflecting the creative excellence and vibrancy of the UK’s film industry alongside its regional diversity, the new branding will be featured at international film festivals, markets and online (via www.weareukfilm.com).
We Are UK Film launches today at the 2013 Berlinale, which features 19 UK films in Official Selection and 150 UK films for sale at the European Film Market and will be the focus of the UK pavilion at this year’s Cannes International Film Festival.
We Are UK Film marks an important step for the BFI’s new integrated international strategy, as set out in its five year plan Film Forever and led by the BFI’s Head of International Isabel Davis. The new branding reflects a strategic direction designed to maximise the impact of film overall in the business market place. It aims to support the future growth of UK film overseas box office receipts, export sales, inward investment and co-production. It will also support activity including cultural diplomacy and exchange, policy, advocacy and continue to underline the huge impact that UK film talent and skills has internationally.
Isabel Davis said:
We recognised that partnership and working together are essential ingredients for the future success of the UK film industry and We Are UK Film encapsulates this fresh strategic approach. I’m confident that this exciting new brand will raise the international profile of UK film’s Gold Standard and ensure it continues to punch above its weight on the global stage.
The nine UK film partner organisations are BFI, BFC (British Film Commission), British Council, Film Export UK, Creative England, Creative Scotland, Northern Ireland Screen, Film Agency for Wales and Film London with the potential for other organisations and business to adopt the new branding. We Are UK Film will also work collaboratively with DCMS, the Great Campaign, UKTI and Pact to reach an international audience.
After a competitive pitch, led by the BFI’s Marketing and Communications Director Chris Travers, All City was the creative agency appointed to fulfil the brief. All City Creative Director Charlie Loft and his team have produced a creative and primary brand mark that graphically represents the many partners involved representing the United Kingdom in a dramatic pink colour-way of stripes which comes to life in animations and online.
Chris Travers, Director of Marketing, Communications, and Audiences, BFI said:
This exciting new visual identity marks a step change for the profile of UK film internationally. With a fresh, joined up strategic approach to branding We Are UK Film can really build on UK film’s world class reputation.
The new We Are UK Film branding will be rolled out over the coming months at festivals including the Cannes International Film Festival, Tribeca and SXSW with the new artwork used for the stands, brochures, invitations and on all trade marketing and advertising.