For the identity, we went for an immediately recognizable symbol of modern Chinese mega city culture: neons. The letters were arranged so the Festival name could be written in both portuguese and chinese, creating a composition that integrates horizontal and vertical reading directions. The titles in the opening spreads of the program follow the same structure suggested by the logo and overlap striking black and white movie stills.

Design decisions, such as repeating elements, changing orientation and layering information, were driven by a will to create a cinematic impression. This concept was carried through to posters and the animated festival intro that was screened prior to the movies.