Navigating the Cultural Legacy of Authorial Cinema in Brazil
Company: Itaú | Role: Senior Designer and Project Leader | Year: 2011
In 2008 Itaú and Unibanco, two large banks in Brazil merged their operations. There were several brands under their management, and one of them was Espaço Itaú de Cinema, a cultural venue that was recognized for bringing authorial cinema and unique works to the public. To reflect the new phase, a rebranding project was requested. The challenge was to maintain the venue's identity while updating the brand to reflect its new association with Itaú bank.
Our first step was to conduct research to understand the brand's personality and essence, as well as the audience it was targeting.
We found that Espaço Itaú de Cinema was known for its innovative and alternative programming, and it had a loyal audience of cinephiles and cultural enthusiasts.
Using this information, we created a visual identity that was both classic and contemporary, with references to the golden age of cinema. They used elements such as projectors, film rolls, and the darkness of the movie theater to create a sense of nostalgia and elegance.
The rebranding project involved the development and implementation of several elements, including architecture, signage, website, products, and
advertising. We worked closely with architects to create a cohesive brand experience across all touchpoints, from the moment customers entered the theater to when they left.
The new brand was launched in 2011 and was well-received by the public, maintaining Espaço Itaú de Cinema's reputation as a cultural space that offered a different and unique cinema experience.
Brand system
Website home
Website movie detail
Internal picture
Screening room
Screening room seat color scheme
Espaço Itaú masterbrand
Signage and wayfinding system
Movie theater front