ClLIENT BRIEF: Rebrand local movie theater and help ignite fundraising support
TEAMMATES: Perry Lowder, Khuyen Le, Daren Lifferth, and Emily Smith
BRAND DESCRIPTION: The Byrd Theater is a local Richmond cinema build in 1928 in a Richmond neighborhood known as Carytown. The theater is known locally for its second-run movie selection, and $2 movie tickets. It is known statewide as a State and national Historic landmark and it's recognized as one of the nation's Grand Movie Palaces.
BRAND PROBLEM: The brand has never found the right way to communicate the true uniqueness of its experience to the Richmond community. Although Richmonders already love the Byrd, they can't quite define what they love about it. By defining the experience, and refreshing the Byrd Theater brand, we will be able to ignite financial support from the community and allow the Byrd to maintain it's facilities pristine and well conserved.
POSITIONING RATIONALE: We found that the iconic Carytown neighborhood is extremely important to leverage in order to elevate the Byrd. By positioning it as Carytown's homage to the Golden Age of film, we place the Byrd in a place where it is capable of owning it's historical heritage in today's landscape.
MANIFESTO: the manifesto below gets to the heart of what made the Golden Age of film become an iconic time. Other than innovation in new medium of entertainment and story telling, a sense of awe and bewilderment during the movie experience is what made the Golden Age of film so successful and iconic.
BRANDING REFRESH: In line with the new positioning, and the brand manifesto above, we renamed the theatre to “The Byrd: Carytown’s Movie Palace,” created new branding, and developed supporting tactical recommendations to embrace the unique film experience. This includes a new philanthropic ticket option (normal ticket + $1 donation), Golden Age-inspired movie posters and uniforms, local business partnerships, and a new programming strategy.