NewFest is NY's premiere LGBT film festival and a celebration of the best of gay culture for nearly 25 years. With a fresh positioning, visual re-brand and tagline of 'Where Films Come Out', NewFest was ready to generate some serious buzz about the 2010 festival and establish some much needed brand recognition. Since this is not your everyday festival experience, common film clichés and visuals were replaced with enthusiastic LGBT vernacular that express the uniqueness that NewFest brings to the film festival world and reinforced its new positioning.