Continuing the fifteen-year collaboration with Film Pittsburgh, W|W designed the integrated branding (visual identity system & graphics, advertising, animation, merch, and more) for the 44th annual Three Rivers Film Festival.

For the 2025 Three Rivers Film Festival, W|W created the lettering by hand using the physical properties of water and oil. After applying oil to a glass panel, the lettering was written directly on the surface with water. As oil and water repel each other, the water beaded up into organic droplets in the shape of letters. Photographs of these letters became the final Three Rivers Film Festival image.

Founded in 1982, Three Rivers Film Festival (3RFF) is the largest annual film festival in the region. Its dynamic lineup of independent features, shorts, panels, parties, and special events—including Pittsburgh Shorts, the Filmmaker Conference, and Script Competition—will take place across multiple venues in Pittsburgh. This year’s festival showcases 23 feature films and 113 short films presented in-person and online, including East Coast premieres and filmmaker Q&As. Films will screen at the newly remodeled Hollywood Theater operated by Row House Cinema, the Pittsburgh Cultural Trust's Harris Theater, The Lindsay Theater in Sewickley, and Point Park University’s PNC Theater in the Pittsburgh Playhouse.

The Three Rivers Film Festival has become a hub for networking with local and international filmmakers, and Film Pittsburgh will host the 5th annual Filmmaker Conference from November 21st through 23rd at the EVEN Hotel Downtown, featuring keynote speaker Tina Romero (Queens of the Dead).

On November 23rd, the festival’s Closing Day, Film Pittsburgh will host live readings from the Script Competition featuring local actors, followed by the Best of the Fest awards ceremony. New this year, Film Pittsburgh will give cash awards to feature film directors in addition to their long-standing awards for best short films. The films will be selected by a grand jury of local artists, nonprofit leaders, filmmakers, teachers, and industry professionals.

For ticket info and to learn more, please visit filmpittsburgh.org

To learn more about the collaboration, visit the case study.

Sample layout from the Three River Film Festival 2025 promotional activity.

The Director's Cut beer label, a west coast IPA collaboration between Trace Brewing and Film Pittsburgh

The 2025 3RFF branding as implemented on the Film Pittsburgh website.

Cool shirts and fun stickers for the 2025 Three Rivers Film Festival.

A behind-the-scenes look at the custom lettering for 2025, using water and oil.