EVENT Cinemas has unveiled an entirely new brand, backed by a new brand strategy, visual identity and accompanying campaign, all developed by brand agency, Landor.
Spearheaded by an over overarching black and white masterbrand, inspired by the prominent Event ‘V’, the new brand brings to life the idea to ‘Immerse yourself in worlds of entertainment’. It will be seen across a range of platforms all reinforcing the range of experiences that EVENT Cinemas provide.
It is part of a broader remit of activity Landor has been appointed to undertake for EVENT Cinema’s parent company Event Hospitality & Entertainment Limited – a leading entertainment, hospitality and leisure company. As part of the appointment – made following a pitch last year – Landor will also oversee brand work for QT, Atura and Rydges hotels. The new EVENT Cinemas brand is the first among the group to be unveiled.
Alexandra Holden, general manager customer experience for Event Cinemas said the organisation had briefed Landor to create a brand for its cinema offering that would “match the range of experiences on offer”.
Says Daye Moffitt, executive strategy director, Landor: “More than ever, people need a reason to switch off from the chaos of their day-to-day lives; from social media to emails, news to politics. EVENT Cinemas gives this escape from the ‘real world’, providing the opportunity for people to immerse themselves in new experiences, from the luxury of Gold Class or the epic 4DX, through to the fun of Junior. Each of the eight different cinema offerings is unique, but require something to tie them together.”
Says Tom Carey, creative director, Landor: “The challenge was to create a singular brand to match these varied cinema experiences. It needed multiple dimensions but a single DNA.”
The result is a strong visual representation that allows a multitude of content to stand out. Landor partnered with Motion Studio Never Sit Still to develop a suite of 2D patterns, immersive motion sculptures and cinema-inspired typography.
Adds Carey: “All brand elements are remixed to take on the characteristics of the different worlds, united by a simple logo ticker. It not only creates a clear differentiation for EVENT Cinemas, but a purpose that employees can stand behind and a brand that customers can love, and instantly recognise.”
Carey said Landor had developed the full suite of brand architecture for the new EVENT Cinemas moniker, from strategy, identity (visual and verbal), brand roll out, a supporting campaign, plus motion and sound design.
The new brand can be seen in cinemas across the country now.
Strategy and Creative – Landor
Never Sit Still (motion)
Smith and Western (sound)