The Pasadena Film Festival is an entertainment event crafted by and for those who enjoy films in any capacity. PFF not just covers the basics which are: commercial films, independent films, TV, etc, but it also offers talks from directors and talent in front and behind the cameras. The personality for this brand was inspired by film genres and the moods they can convey to its audience. Playful, nostalgic, bold, and fun are the personality traits explored throughout the use of primary and secondary colors, grids and graphics.