Event Cinemas

Reimagining entertainment in a world spoilt for choice

The challenge

The Cinema … ahhhhh. Feel that nostalgia?

Nostalgia in this case meant losing modern relevance.

Event was transforming its business to move from being simply a cinema brand to one that creates worlds of entertainment.

The kicker – How do you do that when the world is full of entertainment options? A gazillion streaming providers, social media, gaming to name a a few. The competitive set was HUGE.

I love a challenge, and the right answer was actually quite simple …

The solution

Throughout the immersion process the insight was clear.

In the real world, there are a million distractions. More than anything people need an escape... to truly immerse.

Enter the deceptively simple, but incredibly flexible brand idea: ‘Immerse.’ A brand idea that was designed to reflect the true experience of each of Event’s worlds.

The brand strategy enabled the development of a dynamic yet unified brand architecture, experience propositions and full brand experience across the Event Cinemas portfolio.

The overarching masterbrand was an impactful black and white, designed to make the experience and content stand out.

A strong emphasis on the distinct asset the “Event V”, feeding into a suite of 2D patterns, immersive motion sculptures and cinema inspired typography.

All brand elements are remixed to take on the characteristics of the different worlds, all unified by the one masterbrand.