NETFLIX & DIRTY FILMS
Building a changemaking film program from zero to a premiere industry platform
The Challenge
Proof of Concept launched to address a structural failure in the film industry:
Only 7% of directors across the 1,900 most popular films between 2007 and 2025 were women.
Created by Dirty Films and the USC Annenberg Inclusion Initiative, Proof of Concept was designed to provide funding, mentorship, and exposure to directors whose voices are historically excluded from large-scale filmmaking.
When I was brought on as the lead designer, the program had no brand, no website, no public-facing narrative, and no precedent for how it would scale beyond year one. The challenge wasn’t simply to “launch a site.” It was to establish Proof of Concept as a credible, premiere program, not a one-off initiative.
The Outcome
Proof of Concept launched with a clear digital identity and was positioned as a changemaking production platform. What began as a single-page site evolved into a scalable ecosystem supporting multiple program years, ongoing announcements and applications, and brand consistency across web, video, and digital assets.
The clarity of positioning helped deliver strong applicant volume, stakeholder alignment across partners, external credibility within the industry, and momentum that directly contributed to the program’s renewal for a second year of the program.
“The showcase is a celebration of a cornucopia of new, wonderful points of view, and importantly, it’s a celebration of this vital step for these filmmakers. From here, we know that these helmers can start shaping and remaking the industry.” - Cate Blanchett
Making a Strong Brand Statement
Proof of Concept needed to feel cinematic and future-facing without becoming academic or inaccessible. I created the visual identity, tone, and design system from scratch, defining a confident aesthetic aligned with film industry norms, messaging rooted in problem to solution storytelling, and a system flexible enough to support multiple cohorts and future growth. The brand had to hold the weight of its founders and partners Cate Blanchett, Coco Francini, and Dr. Stacy L. Smith while still centering emerging filmmakers.
Custom Components
Product branding
Photo Backdrop
After-party Accessories
The Big Stage
Wristbands
Leveraging video as proof
To complement the written narrative, I storyboarded and edited a program showcase video and social media story highlighting the first cohort’s completed short films. The video functions as validation of the program’s mission, a recruiting and credibility asset, and a bridge between institutional messaging and emotional impact. The story reinforces Proof of concept as an active initiative.
