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Geyuzhen Zhu

MFA in Graphic Design - 2 Yr Path — Graduate Graphic Design
Course:
601 Graduate Studio 3
Faculty:
Carolina Trigo

LAEMMLE Theatres

The Laemmle Theater rebranding project focuses on revitalizing a historic niche cinema known for showcasing independent, foreign, and art films. My goal was to attract a younger, diverse audience while respecting its tradition of showcasing independent and foreign films. I led the project from concept to execution, from logo redesign to advertising campaigns, establishing a cohesive identity.
Learning Outcomes:
This project inspired me to reimagine traditional brands by striking a balance between honoring the history of the brand and innovative design.
Project Website:
https://jenzhu.net/laemmle-1
The Laemmle Theatre logo features modern geometric shapes and vibrant colors inspired by traditional theatre elements such as spotlights, tickets and curtains.
Brand Bible, I compiled everything from the history of the theater, our mission, and our design process into a Brand Bible that showcases the story of our brand.
Posters for Laemmle theatres, Geometric shapes from the logo are also used as patterns to insert content from released movies
Within the marketing campaign of billboards and posters, letters are stretched to emphasize the brand's flexibility and creativity, echoing the diverse and unconventional films that Laemmle Theater screens. Embedded movie scenes within the shapes invites the viewer into a scene of a movie being shown at Laemmle.
The main colors of the site are red and black, echoing the theater storefront. Audiences can check the website for a list of movies that are playing, buy tickets or rent a movie.
Social Media (instagram)
I redesigned Laemmle's hanging menu, popcorn and beverage packaging to align with the rebranding identity. Different drink sizes are represented by distinct colors, and the menu’s blue hue was updated to a lighter sky blue for consistency. Additionally, a souvenir movie ticket was introduced as a collectible for audiences.