In my fourth year of study, I was challenged to analyse the branding of a company I found interesting or frequently engaged with. At the time, I regularly visited my local Pathé cinema to watch the latest film releases. Pathé presents itself as flashy (sometimes quite literally in their photography), trendy, and fast-paced. Their communication often suggests they want you to enjoy films with friends and turn it into a social experience – yet in reality, they do little to support that aspect.
Pathé seems to prefer that you arrive, watch the film, and leave as quickly as possible. I realised I found that a shame, because one of the most enjoyable things about watching a film, in my view, is talking about it afterwards.
So, for the second part of the assignment, I developed a concept and style for a new kind of cinema – one where you can meet up before the film and stay afterwards for a chat in a cosy café. The aim: to turn a trip to the cinema into a full evening of social connection.
Throughout the process of creating the brand identity, I went through several iterations. I started with a style inspired by classic theatres – focusing on luxury and comfort – but gradually moved towards a more modern and eye-catching design to stand out from the competition. All with the same concept in mind:
Epilogue is more than just watching a film – going to the cinema should be a vibrant, social experience.
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