The Sundance Channel is the offspring of the Sundance film festival. Under the creative direction of Robert Redford, the channel is aimed at people seeking to experience independent films previously unexposed in the mainstream. The design of the poster centered around the need to create the clear and concise message that the channel offers an alternative to its vieweres. The posters were designed to cut through the noise and clutter of contemporary culture and provide a message that was simple and memorable—an insider’s glimpse into the craft of filmmaking. The result was a simple, clean, and memorable branding statement.