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The Light Cinemas

The Light is a fast-growing independently-owned multiplex chain with a focus is on city centres undergoing regeneration. Often the first ones in to a development, they are the anchor, creating footfall all day, helping to create a sense of place. Multiplex in name but independent in spirit, they are a local champion, creating welcoming spaces that become community hubs.

The vision for the business was the cue for the brand strategy. Our primary research told us that after content, getting together with those that matter is the next biggest driver for going to the cinema. Cinema is a place where human relationships start, evolve and are cemented. Content - and the big screen 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, customer experience and - crucially - differentiation, from the inside out.

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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.

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Taking things as far away from the world of the shouty multiplexes as we could, we developed illustrated characters to work alongside a tone of voice that brought the brand positioning to life. Each site features its own unique ‘world’ of local landmarks.


Location map