Each year, over 400 charities and social enterprises participate in the Smiley Charity Film Awards,
using the campaign to boost film views, engage communities, and gain media attention.

Creative Direction / Branding / Motion Design / Brand identity

The existing logo no longer aligned with Smiley’s vision and the broader goals of the Awards. I was asked to rebrand the CFA to better reflect Smiley’s identity while maintaining a unified look and feel across the campaign.

The logo I developed centres around the iconic disc shape of the Smiley symbol, ensuring an immediate and strong connection to the brand. The design incorporates tonal variations within the layered discs, evoking a sense of movement and energy. Their arrangement forms a cohesive composition that aligns with the brand’s core values, evoking a sense of celebration and cinematic expression.

From this foundation, I expanded the visual language, leveraging the disc shape, type, and colour palette to create a flexible, cohesive design system. The disc device became a key element for emphasising messaging, reinforcing the brand’s identity throughout the campaign.