The International Chinese Film Festival is a global Chinese film event, organised by the non-profit organisation – International Chinese Film Festival Organising Committee. The purpose of the festival is to promote Chinese films on a global scale, to enhance the influence and awareness of Chinese films and culture in the world, and to reinforce the exchange and cooperation between the Chinese film industry and international professionals. Since its inception in 2009, the International Chinese Film Festival has brought more than 100 quality Chinese films to Australian audiences, and hundreds of thousands of movie-goers have participated in this annual event.

As the representative of Chinese films, ICFF is at the forefront of the world film industry, the urgent demand for a set of brand visual systems to support the growing influence of ICFF to the market has arisen. The target audience has changed from Chinese people overseas to the overseas general public. Nexty removed the redundant details of the original brand identity, the use of flat design style is more suitable for diffusion through multimedia especially the digital, combined with auspicious cloud elements and the image of Chinese traditional dragon, giving ICFF a more modern and avant-garde visual experience. It demonstrates the film festival culture while presenting the cooperation guidance of International Chinese Film Festival to the international film industry.