Sundus Altalib: Unearthed: Unearthed

Utopia was sought-out by film director, Jolynn Minnaar, in connection with her much-anticipated fracking documentary, Unearthed. Still in its pitching phase, it was our job to develop a brand identity and the supporting elements to create a strong presence at film festivals.

Unearthed traces Jolynn’s journey across the United States as she seeks the truth about fracking and what it could mean for her Karoo hometown, and the other countries considering its implementation. We soon established what sets Unearthed apart from other fracking documentaries, is that it approaches the subject from an entirely objective perspective. Presenting both sides of the story, it allows the viewer to decide where they stand on the issue.

Based on this insight, the logo opted for the most honest typeface in existence. It shows no bias or prejudice, just blatant truth. With a typewriter, there is no backspace button. What’s done is done. This relates directly to the issue of fracking, and how once implemented, no one can simply push backspace and undo the damage. It is final.

While on her travels Jolynn amassed a vast bank of photographs. The idea for the posters was to select the best visuals and transform them into a collection of beautiful posters, illustrating key moments along Jolynn’s journey. This was done through a series of five posters that show the stark reality of fracking.

The idea for the business card was a simple one. To create a ‘typewriter stamp’ with all of Jo’s contact details. She need simply stamp whatever ‘canvas’ handy, thus saving trees in the process.

Investor dossiers were attached to bottles of pure Karoo water to promote Unearthed at film festivals.

The film is already experiencing the first of its successes, recently scooping up the World View Award at the Durban FilmMart.