A collaborative initiative between Sundance Institute and Women In Film Los Angeles, ReFrame is a plan to cultivate gender parity at every level of the film, television and media industry. 

The identity and creative execution for ReFrame conveys the initiative’s ability to reshape the culture and business of media.

Our objective was to develop a logo that embodied the active change needed to cultivate gender parity in the media industry. The mark had to act as a badge of pride and a call to action, signaling a measurable shift toward inclusive representation. The frame icon both symbolizes the current imbalance and projects a positive transformation, closing the gap to reveal new perspectives and reshaping the way audiences view the world.