FORMAT came about through an aspiration to build on the city’s reputation and establish an event of national significance. The FORMAT International Photography Festival was founded in 2005 to meet this aim. It is now led by a steering group made up of delivery partners QUAD, Derby City Council and University of Derby. Alongside considerable commitment in terms of time and resources from the lead partners, the festival has benefited from important funding from Arts Council England.
We won a pitch back in 2009 and are proud to have worked with and sponsored FORMAT ever since on the last 3 festivals – FORMAT09, FORMAT11 and FORMAT13. We began with brand development back in 2009 and have since produced the marketing campaigns, festival literature, city visibility, website and digital marketing each time, reflecting the ambitious nature of the festival and building momentum over time.
FORMAT09 explored the theme of PHOTOCINEMA featuring the work of artists who extend the ‘still’ image in time through the use of photo narrative sequencing, directed or documentary photography and moving image from single still to feature film.
We were appointed to develop the marketing campaign including a brand style and website including an online application that could feature the photography submissions of artists and photographers from around the world.
We developed a cinema inspired brand style to showcase the festival – a distinctive yet subtle style that puts the work of the artists & contributors at the heart of the campaign and drives awareness, interest, participation and attendance. We also developed the FORMAT09 website which included Your PHOTOCINEMA, an application that integrates with Flickr to present a constantly evolving gallery and online exhibition featuring the work of artists and photographers from around the world.
Alongside the design and build of the FORMAT11 website, Katapult designed a wide range of marketing materials for the festival. These included banner stands, flyers and posters, roundabout and roadside posters, window vinyls, teardrop flags, press adverts, VIP launch invites and the official Format Festival guide which featured full event listings and a detailed map featuring the locations of all the Format venues.
For FORMAT11, we were tasked with producing a wider range of materials to promote the event and to engage wider audiences through the online experience, driving international visitors to the site and increasing photography submissions from amateur and professional photographers alike.
Your PHOTOCINEMA which was the integrated Flickr application enabled people from all over the world to participate by submitting their own photography either through Flickr or directly to the site with ease.
This also included ‘Your PHOTOCINEMA’, an online application that integrates with Flickr to present a constantly evolving gallery and online exhibition featuring the work of artists and photographers from around the world. Selected images will be displayed in the Premium section of the site, pre-roll to films screened at Derby’s QUAD, on the BBC’s outdoor screen and at exhibitions in and around the city. Katapult also seeded the FORMAT09 website across relevant forums, portals and communities of interest - within days of the beta version launching, submissions were received from Italy to Iraq and other countries across the globe.
FORMAT13 is the fifth/sixth biennial international photography festival in Derby. Along with the usual festival materials, we also identified from the stats of FORMAT11, that a significant number of visits to the website were from mobile and tablet devices. We therefore recommended developing a responsive website to enable greater accessibility, clearer visibility of event listings and encourage greater numbers of photography submissions.
The look and feel of material for FORMAT13 was heavily influenced by the overall theme of the festival ‘Factory’, meaning that crop marks and box outlines were incorporated into the design style to give the sense of a ‘process’. The overall design was kept clean and minimal, allowing the photographs to remain the dominant feature.
The project incorporated a fully responsive design and build ensuring the website works seamlessly across tablet, mobile and desktop. The desktop site features parallax scrolling enabling the photography to be layered for an impactful effect. The desktop website was designed with parallax scrolling enabling the photography to be layered, providing an impactful result which is getting positive feedback.
The website stats show an increase of more than 235% of users viewing the site on mobile and tablet devices from the last festival in 2011, and a massive increase of 3217% of referrals to the site from Facebook for mobile.
The online audience in 2011 was measured at a figure of 187 million. The increase in social media, online audience figures of national newspapers over the last two years, especially The Guardian, The Telegraph and The Daily Mail and the successful engagement with more online publications suggests this figure has been exceeded in 2013. A conservative estimate would be a 15% update on 2011 achieving an online audience of 215 million for 2013.