After developing a bold launch campaign for Curzon’s Aldgate, Curzon Cinemas tasked us with creating another, equally expressive identity for the opening of its newest cinema: Curzon Oxford.
Using the modular system we had devised for Curzon Aldgate as a starting point — and once more allowing the surrounding environment to inform our work — we introduced a circular “centre point” frame into the creative. This design flourish echoes the distinctive round window above the entrance to the Westgate Shopping Centre — the complex where Curzon Oxford is housed.
In order to appeal to a broad Oxford audience consisting of students, academics, families, film buffs and part-time moviegoers alike, we took steps to create an identity that was cultured and sophisticated, yet warm, welcoming and accessible.
The colour palette was updated for the new campaign in order to give Curzon Oxford a feel of its own within a broader company identity. A flexible system of pink, white and burgundy duotones and flat colours helped to create a strong, visual impact whilst retaining a mass appeal.
We also created a series of short and snappy animations for social media sharing purposes, helping to bring both the campaign and the brand to life in a playful and dynamic manner.