TIFF - Share Her Journey

TIFF asked us to refresh the brand identity and messaging for Share Her Journey, the initiative supporting women creators in the film industry. The goal was to deepen donor engagement and drive donations.

The challenge was that cultural giving can feel abstract. While audiences want to be part of real change, donors are often drawn to causes with immediate, visible impact over long-term cultural investment.

Our task was to make cultural giving feel active and transform donation into a participatory act. We reframed support for Share Her Journey as more than funding a program: it was an opportunity to help shape culture itself.

Strategy in a nutshell:

Get donors at every level who want to participate in cultural causes, not just give money to them

To see TIFF as the most meaningful place to direct their support

By showcasing TIFF’s impact as a way to participate in and drive cultural change.

The creative expression took inspiration from movie marquees, giving the initiative a more iconic presence and making donors feel part of something vibrant and influential.