Tennessee Theatre Rebrand

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The Tennessee Theatre is the state theatre of Tennessee and the crown jewel of Knoxville. Since opening it's doors as a movie palace in 1928, it has since been hailed as “the South’s most beautiful theatre" and "a grand entertainment palace." Every good brand, however, must evolve. It needs to become more refined and more relevant. When Tennessee Theatre came to us to refresh their brand, we came back with a new dialogue. A dialogue between their past and their future — one that speaks to a new era. From not just an entertainment venue, but to an experience of expression.

Visually, we brought the Tennessee Theatre brand to life by leveraging key architectural design features seen throughout the theatre. All elements were carefully crafted and considered to create a visual design language that speaks to the dynamic theatre going experience and to a new era of theatre goers.

As an extension of the master brand, we developed a cohesive system of sub-branding to unify and distinguish the theatre's main programs. This brand architecture allowed each sub-brand to speak to a distinct audience while still connecting to the overall Tennessee Theatre brand.

Continuing to leverage details from the theatre, the sub-brands draw inspiration from the theatre's marquee lights. Just like these bright lights, The Tennessee Theatre sub-brands reach out to its potential audience, transforming them from passing pedestrians to active participants.