Background
Adrian & Wilson Carter are self-proclaimed film enthusiasts. The brothers believe film to be the most powerful method of story-telling and want to share their passion for the art form with their community of Hyde Park in Chicago. They recently received a grant that will help them realize their dream of opening an independent movie theatre in their neighbourhood. Hyde Park’s history as a political and cultural hub has shaped the Carter’s to be who they are today, and they want to participate in this legacy by providing a communal space designed for entertainment, education and dialogue. Programming will focus on local, independent and foreign films, along with the occasional cult-classic. In addition, they want to create an online platform so they can stream films to an even wider audience and will regularly invite conversation through in-person and virtual events.
Brief
To produce multiple Brand Concept & Naming options to pitch, then design the Brand Identity for your chosen concept.
Objective
To bring the traditional cinema experience into the modern era
To facilitate an authentic cinema experience remotely
Client Requests
“We don’t want to see any cliché’s like film-reels, projectors, or clapper boards. We want the brand to embody our mission to share many different perspectives and experiences.”
Demographic
Film-buffs who appreciate all the little cinematic nuances that come together to craft a thought-provoking story
Interested in learning about other cultures and perspectives through the medium of film and the conversation it can inspire
Prefers “off-the-beaten-path” experiences. They are not looking for another chain theatre showing the same blockbuster films paired with giant portions of expensive junk food.
Solution
Use the old four three aspect ratio as a driving methodology
Reference nostalgic cinema conventions but to bring it into a new digital age
By using the four three as a frame for film posters, by using the four three logo within an aspect ratio frame as a logo, by creating custom four three loading icons / graphics as one would watch online
