Cineplex had started a podcast to promote upcoming releases in their cinemas. 20 episodes into its run, the brief was to provide a logo evolution/refresh, and produce an animated ad to promote cinema-goers to the relatively new podcast. Initially, the request also included assets to be re-purposed for static social media posts.
Why does an audio podcast need a ‘motion-first’ brand refresh? For starters, the cinema chain is literally all about ‘moving picture shows.’ Plus, almost all touch points for listeners have the opportunity for animation, from social media to pre-show in the cinema. The animation translates the movement of a film strip into a modern ‘text convo.’ The static logo also distills these elements to be more recognizable at thumbnail-scale, where viewers find the podcast artwork in their app of choice. Typeface (Mark) and blue/yellow accents chosen to align with parent Cineplex branding, and Cineplex Magazine.
This dynamic identity is purpose-built to frame the content which drives the podcast—the movies. With new content (posters, trailers, stills) to be featured every episode, the motion system will keep the podcast promotions fresh for a long time. Reactions were very positive among the team, who were excited that the brand would give the podcast its own unique voice within the larger social media feeds for the cinema chain. All this, and more, just in time for a global pandemic.