ART HOUSE
Art House is a small movie theatre screening independent features in a comfortable and alternative environment. Art House needed a vibrant identity to grow its clientele and share the artistry and craft of independent films with a larger audience.
The wordmark uses bold, geometric shapes artfully arranged to spell out the brand name. The colours evoke energy, enthusiasm and casual sophistication. Brand elements use the shapes that make up the wordmark to create playful patterns and marks used in all brand touchpoints.
Contribution: Brand Identity, Custom Typography
Tools: Illustrator, Photoshop
Tools: Illustrator, Photoshop
Client Challenge
Art House wanted to share its passion for independent film with a broader audience. Their small theatre offers a unique viewing experience where seating is different for a theatre. Instead of standard rows of seats, customers can choose between comfy chairs around tables, love-seats or armchairs. Unlike their bigger box office competition, Art House does not have concession stands. Instead, it has a gourmet menu, with wine and craft beer served by friendly staff. They focus on bringing an intimate viewing experience with state-of-the-art audio and visual technology.
Art House wanted to share its passion for independent film with a broader audience. Their small theatre offers a unique viewing experience where seating is different for a theatre. Instead of standard rows of seats, customers can choose between comfy chairs around tables, love-seats or armchairs. Unlike their bigger box office competition, Art House does not have concession stands. Instead, it has a gourmet menu, with wine and craft beer served by friendly staff. They focus on bringing an intimate viewing experience with state-of-the-art audio and visual technology.
RESEARCH & IDEATION
Before diving into the concept development phase of the Art House identity, I researched the market and what other theatres and services are available to their target audience. The main options were big box office cinemas, streaming services and traditional dinner theatre packages. What set Art House apart was their desire to share their love for independent cinema and provide an exceptional experience to their audience through a comfortable and casually sophisticated environment. How could the identity speak to their offering and bring in new clientele?
CONCEPT DEVELOPMENT
I wanted the identity to entice a new audience, modern and cultured, yet still offer familiarity and comfort. I stayed clear of references to the typical Art Deco theatres of the past. I drew on using abstract form and shape to create an approachable, unique wordmark. The colour palette reflects Art House’s personality: energetic, welcoming, playful and artistic.
