The Egyptian

With almost four decades of history in a century-old building, the Egyptian Theater is a beloved Seattle institution. After facing potential closure and being taken on by SIFF, this single-screen theater needed to find a way to appeal to the waves of newer, younger, more tech-savvy Seattlites. In our rebrand, my partner and I decided to emphasize the past as we looked toward the future.

Timeframe: 11 weeks

Collaborator: Mary Hannah Reynolds

My Roles: Logo design, Brand Guidelines, Merchandize Design, Print and Digital Collateral Design

Skills/Tools: Photoshop, Illustrator, InDesign, AfterEffects, Audition, Research, Copywriting

Project Goals: Create a rebrand for an iconic Capitol Hill single-screen theater as they react to Seattle's shifting social scene. This included a logo suite, print collateral, digital media and marketing, environmental design, and merchandise. We wanted to honor the history of the theater and the charm that goes along with it, and make it more of a special destination for those looking for a fun night out.

Egyptian Egyptian

Process

The Egyptian Theater is a Capitol Hill institution dating back to the early 1980s, but as movie viewing habits shift in favor of megaplexes or staying home and streaming movies, they are looking for ways to make the movie-going experience more of a special event. Our rebrand needed to look for ways to appeal to newer Seattle residents without disregarding the decades of history that came before.

Egyptian Egyptian Egyptian Egyptian Egyptian Egyptian Egyptian

After doing some preliminary research and speaking with the current manager, we identified the key brand characteristics of vintage, local, and colorful. We gathered images to represent each of these ideals and created moodboards to represent our vision for the new brand: A Vintage Jewel. Our logo is similarly multi-faceted, reflecting the jewel, but also the flood lights projected outside of movie premieres, and a hint of the Masonic compass as a nod to the building's original roots.

From there we started building a few key collateral pieces such as the ticket, membership and gift cards, and in-house advertising, which helped us refine our brand further and establish the rules used to represent it. We created a complete brand guidebook, photoshop mock-ups of redesigned interior spaces, and additional collateral elements to round out our vision for The Egyptian.

Egyptian Egyptian Egyptian Egyptian Egyptian Egyptian Egyptian Egyptian Egyptian Egyptian Egyptian Egyptian Egyptian Egyptian Egyptian Egyptian Egyptian Egyptian