Marketing
Princess Cinemas Marketing Rebrand
In this rebranding project, I updated branding and website materials for the independent cinema brand in Waterloo, ON.
Individual
Mar-Apr 2024
Overview
Princess Cinemas is an independent cinema with two locations in Waterloo, Ontario. In this rebranding project for GBDA 202: Digital Media Project 2, I created a new logo, visual identity, social campaign strategies along with a rebranding pitch, and a website re-design.
Original Branding
As an independent cinema, Princess Cinemas attracts an audience that appreciates the art of film, rather than those who go to a cinema chain every few months to see the newest blockbuster.
Their website has an outdated design, but maintains some of the brand's traits throughout such as red accents. Their logo showcases a classy woman through a Victorian style half-rounded window. As there is no tone to her skin and based on the way she is dressed, one would assume she is a White woman. She personifies the audience that Princess Cinemas is attracting.
Princess Cinema's current visual branding targets a demographic of an older, White, and wealthy audience.
Original Logo
Original Website Design
VISUAL DESIGN
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A lot of visual information can be put into image sliders to take up less space and improve visual hierarchy to highlight important information
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Simple colour palette works well as there are many colours from the movie poster photos
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Width of website is unresponsive, making the site look outdated
USABILITY
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Ticket purchases that are through a third-pary are unclear due to a lack of hyperlink underline and no call to action
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Consistency errors with how links open
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Text can be better prioritized to make important information such as showtimes and the link to purchase more eye-catching to new users and potential customers
Princess Cinemas Rebrand
New Brand Story
Princess Cinemas celebrates the art of film by screening hand-selected movies, many made by independent filmmakers.
Princess Cinemas fosters connection within the Waterloo community by engaging the student community of over 70 thousand with the local art culture embraced by Waterloo.
Through discounts, student specials, and letting students choose feature films for each week, students from the University of Waterloo, Wilfrid Laurier University, and Conestoga College, can discover and engage in Waterloo's art scene.
The Tagline
take a break. discover the world of film.
This new tagline supports the new vision of targetting the student population in Waterloo, using the outing of watching a movie at Princess Cinemas as a way to take a break from school.
This tagline can customized for use with different words after 'discover' such as movie titles and event names when creating promotional material.
New Visual Identity
Fonts
PeregroyJF Regular is a script font that represents the new image of Princess Cinemas. It maintains the classic nostalgic feeling of watching a film in a cinema, but it is still modern and appealing to the younger student population.
The Bookmania typeface is a modern serif font that can be used for both headings and body text.
Colour Pallete
This monochrome palette takes from the burgundy colour that was a part of the Princess Cinemas branding, and expands upon it for light and dark shades.
The primary burgundy red is classy, and represents old cinemas with red curtains that open once the show starts.
Social Media Strategy
Website Redesign
Frequently visited pages such as Ticket Prices and Locations can be put in the header for ease of navigation.
The website contains an unnecessary amount of information that is out-of-date and can be removed. Many subpages in the "About Us" section, have not been updated for multiple years, such as the "news" section with the most recent update in 2020.
Many pages have information that can be merged, which would help reduce the overall number of pages. This would further help highlight the most important information to users.
The process to purchase tickets is unclear because you need to find the movie page first through the Calendar or Coming Soon pages. When compared to Cineplex, an industry leader, there is a page specifically named "Tickets".
Each cinema has its own calendar page which is unnecessary because they are only a one-minute walk from each other. The calendars should be merged, with a simple distinction such as an accent colour. If users have a preference, there can be a multi-select option to specify.
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