Film Poster & Merchandise Design | Amma’s Pride
For Amma’s Pride, I developed the film’s poster identity with a focus on warmth, intimacy and the relationship between a mother and her trans daughter. I explored both photographic and illustrated directions, using soft watercolor textures, culturally grounded imagery and restrained typography to reflect the film’s themes of love, acceptance and pride. I also extended the visual language into an illustrated badge that was produced as official film merchandise, allowing the identity to move beyond the screen into a physical keepsake.
The Making Of
CLIENT - Montagepuram Real Talkies
I was commissioned to develop the poster artwork and visual identity for Amma’s Pride, a documentary centred on a mother’s unwavering support for her trans daughter as she navigates love, marriage and the fight for recognition.
PROJECT OVERVIEW
I explored multiple visual directions for the film, from photographic compositions using imagery from the documentary to softer illustrated interpretations. Watercolor textures, intimate compositions and a warm, culturally grounded palette helped build a visual language around love, acceptance and the bond between mother and daughter.
The identity was later extended beyond the poster into an illustrated badge, which was produced and used as official Amma’s Pride merchandise. This allowed the visual world of the film to move from screen and promotional material into a physical keepsake.
ROLE - Poster Design, Illustration & Merchandise Design
I developed the visual direction from initial concepts and composition explorations through to the final poster artwork. My role included image treatment, illustration, typography, layout, colour development and preparing alternate poster directions.
I also conceptualised and illustrated the official merchandise badge, adapting the film’s central imagery into a compact wearable format while maintaining the emotional language of the wider campaign.
Original Photographic Poster
The first poster direction used photographs from the film itself, keeping the real people and their relationship at the centre of the visual identity. I developed four possible compositions, exploring different ways of balancing portraiture, watercolor textures, colour and typography while preserving the documentary’s warmth and intimacy.
After presenting the four directions to the film team, one concept was selected for further development. I refined the composition, image treatment, typography and overall visual balance through feedback rounds, ultimately shaping it into the final photographic poster used for the film’s campaign.
Academy Campaign Poster
As Amma’s Pride moved into its Academy Awards qualifying campaign, I developed a second, fully illustrated watercolor direction. The new poster distilled the film into a more symbolic and timeless image, using silhouettes, negative space and painterly textures to centre the bond between mother and daughter while giving the campaign a distinct visual identity for its international awards journey.
I explored several symbolic compositions before arriving at the final direction, testing different ways of representing protection, family and queer love through simplified forms. The selected composition placed the mother and daughter within one continuous silhouette, creating a protective visual embrace, while the couple below anchors the story in the daughter’s present life and partnership. I refined the scale, spacing, watercolor treatment and surrounding crowd to make the final poster feel intimate, hopeful and immediately legible at festival and awards scale.
Merchandise Badge
I created a tender illustrated embrace between mother and daughter as the central artwork for the badge, distilling the film’s emotional core into a simple, intimate image. The design was produced as official Amma’s Pride merchandise, extending the visual identity into a small physical keepsake.
