Landor develops new brand strategy, visual identity and campaign for EVENT Cinemas

The new brand will be seen across a range of platforms; Landor has developed the full suite of brand architecture for the new EVENT Cinemas moniker

e4m by exchange4media Staff
Updated: Nov 8, 2019 9:11 AM

EVENT Cinemas has unveiled a new brand, backed by a fresh brand strategy, visual identity and a 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. The new brand will be seen across a range of platforms, reinforcing the range of experiences that EVENT Cinemas provide.

This is part of a broader remit of activity Landor has been appointed to undertake for EVENT Cinema’s parent company Event Hospitality & Entertainment Limited.

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”.

Landor Executive Strategy Director Daye Moffitt said: “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.”

Landor Creative Director Tom Carey further said: “The challenge was to create a singular brand to match these varied cinema experiences. It needed multiple dimensions but a single DNA.”

Landor has partnered with Motion Studio Never Sit Still to develop a suite of 2D patterns, immersive motion sculptures and cinema-inspired typography.

“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,” he concluded.

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.

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