Cinelux

Rebrand & Marketing Campaign

Project Overview

Cinelux is a small local movie theater established in 1966 in the Bay Area. Known for affordable pricing and community-oriented services, Cinelux carries a legacy of entertainment rooted in bringing people together.This project reimagines Cinelux’s visual identity and marketing system to better communicate its values and connect with new audiences while respecting its long-standing history.

Goal

Create a cohesive and recognizable brand identity
Increase customer awareness of Cinelux’s services
Communicate a sense of belonging beyond entertainment

Modernize the brand while honoring its legacy

My Role

Main Designer (Team Project)

Led visual identity and rebrand direction
Designed logo refinement, brand system, and color palette
Created all marketing graphics and social media templates

Developed campaign concepts and visual applications

Design Concept

The concept centers on Cinelux as a “home theater”—a welcoming space where families and communities gather, rather than a high-end or exclusive cinema.

Instead of replacing the original identity, I focused on evolving the existing brand, maintaining familiarity for long-time customers while creating a clearer, more modern system for new audiences.

Key Design Decisions

Logo & Typography

Retained the original logo idea while refining its form
Customized the logo to emphasize the letter “X” in Cinelux
Selected Area as the primary typeface for its rounded forms and versatility

Utilized the font family’s wide range of styles to support multiple platforms

Color Palette

Blue and orange were chosen as complementary colors
Blue communicates trust and reliability
Orange adds energy, creativity, and warmth

The palette helps Cinelux stand out from competitors

Marketing & Campaign Strategy

Focused on Instagram as the primary platform to reach younger audiences and families
Designed cohesive templates for promotions, movie releases, and announcements
Proposed a ticket reward system that encourages repeat visits and community engagement

Seasonal ticket designs allow for collectible campaigns and ongoing visual refreshes

Extended branding into merchandise and printed materials

Outcome

The final rebrand delivers a clear and cohesive visual system that strengthens Cinelux’s identity across digital and physical platforms. The refreshed brand balances nostalgia with clarity, helping Cinelux remain recognizable while appealing to new customers.

What I Learned

This project strengthened my ability to lead design direction within a team environment. Collaborating with others while maintaining creative ownership helped me improve communication, delegation, and decision-making.

Designing for an unfamiliar business reinforced the importance of research in building meaningful and effective brand systems.

Why This Project Matters

Cinelux reflects my interest in designing for community and accessibility, where branding supports connection, inclusivity, and shared experiences rather than exclusivity.