BrandWorld // Brand ID // Brand Design // Experiential Platform

CINEMARK — A COAST-TO-COAST OPERATOR that until five years ago only needed to be a real estate company with exclusive deals with studios — now needed to compete as a marketer against all other theater chains showing the same content. In 2019 and early 2020, we determined that Cinemark needed to supersede the commodity movie theater category by becoming an experience company: 800+ places where people can cinematically engage with content and activations (think: pop-ups) that go well beyond couch-surfing.

The Cinemark BrandWorld aggregated five traits that set the stage for an experience company. The BrandWorld refreshed the company’s “power to please” ethos while establishing the symbiotic nature of brands especially those to convene communities … like the fans of disparate movie genres.

BrandWorld

We generated 13 behaviors that could transform an entrenched culture and operations. We represented those behaviors in experiences that ranged from digital goody bags to co-branded pop-ups. These experiences became stimuli in coaxing the management team to think differently.

We created a new brand identity, brand design system and protocol for interiors/exteriors that could be easily implemented by in-house resources.

Covid hit the month before launch. But, in our post-Covid world, we’re finding each other again. We need each other. And, Cinemark will become the place to find one another. After all, it’s where the everyday is always cinematic.

As head of design // Doner // Detroit // 2018-2021