When I entered my role at GQT, the movie theater chain had a logo and a color red picked out. No further branding beyond that. It was a complex brand problem, as all corporate materials weren’t cohesive, each theater location looked different inside and outside, and every program had a different name (FMG Rewards, Morning Movies, $5 Tuesdays, etc.). I solved these problems by creating a brand guide to unify the graphic design and theater design. I also simplified the programs and brought them all under the “GQT” umbrella (GQT Rewards, GQT Mornings, GQT Tuesdays).
As an effort to reinforce brand identity and the new GQT Rewards program name, I created a series of in-theater promotional posters, social media posts, email blasts, and pre-show advertisements. The campaign featured splashy headlines and a short description of each reward membership benefit. The copywriting was a collaboration between myself and Zach Burger.