Egyptian Theater Branding

ROLES
Branding, Motion Graphics, Art Direction, Layout, Illustration, Editing, Print Design

BACKGROUND
Based in Seattle’s Capitol Hill neighborhood, the Egyptian preserves the area’s historic legacy of arts & culture, by screening films and hosting local events in a classic, local atmosphere. For Seattleites, the Egyptian is the venue that offers local events and screenings of curated films before they show at other theaters, in an historic building with a casual, friendly atmosphere.

SOFTWARE
InDesign, Photoshop, Illustrator, After Effects

MOTION GRAPHICS
The motion piece is the animated logo, and is meant to be shown before every opening trailer sequence. The film grain texture emphasizes the vintage feel of analog film. The combination mark first appears blurry and is brought into focus to mimic the feeling of a projectionist testing a projector lens.

CONCEPT
The brand character traits are “Alternative, Enduring, Indulgent.” From those three words, I developed visual attributes to represent these character traits to build the concept of “Eternally Cool.” This references the regeneration of the theater as it survives ongoing changes in the neighborhood. The concept mood board includes visuals from each of the tonal territories, with a focus on jewel tones, layers, patterns, photography and modern sans serif type.

LOGO
The logo mark is a figure-ground design of a stylized scarab beetle. This represents the ancient Egyptian symbol of immortality, resurrection, and transformation. It also symbolizes the cycle of rebirth, which is also a brand characteristic of the theater.

PRINT COLLATERAL
The print brochure is a quarterly published piece that provides information about movies being shown in that particular season. At the back of the brochure is a Call to Action for joining the theater’s membership program.

Print ads extend the brand, and would be seen in local print publications such as City Arts or the The Stranger. Environmental graphics were also designed to create an entry experience in the lobby space which showcases brand elements without overpowering the interesting architectural surroundings.