Signals

US – In response to growing digital fatigue, the Brooklyn Film Festival, which concluded on 8 June 2025, unveiled a new visual identity that reframes cinema as Good Screen Time.

Developed by creative studio Otherway, the rebrand borrows visual codes from social media – bold typography, saturated colours, rapid motion – but flips their purpose. Instead of fuelling distraction, the design language is used to encourage focus, presence and shared cultural experience.

The campaign reframes screens not as sources of distraction, but as portals for intentional storytelling. Titled Welcome to Good Screen Time, the launch identity encapsulates what executive director Marco Ursino calls ‘purposeful, powerful cinema that demands your full attention’. It’s a sharp inversion designed to resonate with digital natives – particularly younger audiences – who are increasingly reassessing their relationship with devices and dopamine-led platforms.

Complementing the visual elements, sound design by Klong introduces a glitchy, attention-grabbing sonic layer, enhancing the multisensory experience and reinforcing the campaign's message.

This rebrand offers a new blueprint for cultural institutions: using design to advocate for slower, more mindful screen use, without rejecting the digital world altogether. It joins a growing movement towards rethinking digital wellness through creative and cultural interventions.