The vision for the business was the cue for the brand strategy. Our primary research told us that after content, getting together was the next biggest driver for going to the cinema. Cinema is a place where human relationships start, evolve and are cemented. Content - and the cinema experience - help form connections and bring us closer together. This was something that The Light could credibly build a brand around; that could drive behaviour and customer experience, creating differentiation from the inside out.
We segmented audiences, defined the promise and story and a set of values they could live and die by.
Working with Aux Studio on music composition, our animated brand film and ident play before the trailers across the estate.
Taking things as far away from shouty multiplex land as we could, we developed bespoke illustrated characters to work alongside brand copy, bringing the brand idea to life. Each site features its own unique ‘world’ of local landmarks.