CINEPLEX "Where Escape Begins" Brand Refresh

REDESIGN, PACKING, VISUAL IDENTITY, BRAND OVERHAUL

Cineplex is an entertainment company, widely recognized for its chain of movie theaters with 160 locations across Canada. Cineplex Cinemas provides a contemporary and comfortable setting for people to enjoy a wide variety of films, from big-budget blockbusters to timeless favourites. Known for its quality service and modern facilities, Cineplex Cinemas is a destination for those looking to unwind and enjoy a cinematic escape.

In-house, we took on an ambitious project to refine and refresh the brand identity of Cineplex. Our goal was to create a visual identity system that was not only functional but also flexible and clear, and that included expressive assets. We wanted to go beyond just functionality and make it a comprehensive overhaul.

Our main objective was to unify the wide range of Cineplex's brand elements, such as photography, colors and typography, to establish a consistent and effective brand image across various touchpoints. Our aim was not only to update but also to strengthen what Cineplex stands for to Canadians, by creating a brand identity that deeply resonates with them, drawing on Cineplex's two-decade history of entertainment.

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Our creative journey began by exploring new ways to interpret the typefaces that were already familiar to us. We chose each typeface to reflect the concept of cinematic. We focused on refining typographic hierarchies and weaving a narrative that speaks through fonts and weights. We reimagined everything of Cineplex Cinemas, from menus and popcorn bags to social media templates.

Central to our redesign narrative was the establishment of a flexible and responsive logo – one that is adept at adapting its form to suit various contexts and applications, ensuring brand recognition and continuity.

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The Cineplex brand underwent a revitalization that also reflected in their social media channels and pre-show visuals. The brand's refreshed aesthetics were not only visual but also strategic, ensuring that every post, every frame, and every interaction resonated with the brand's renewed essence.

Our visual system embraced a spectrum, from simple to intricate narratives. These assets, guided by the cinematic concept, served a dual purpose of informing and enchanting.

Our hard work resulted in a brand identity that perfectly blends creativity and strategy and resonates with the audience. The new Cineplex identity is an all-encompassing experience felt in every ticket bought, every corner turned, and every story told.