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Empire Cinemas commissioned Story to build a new brand that would become a beacon of quality for filmgoers. With The Empire Leicester Square as its flagship, Empire Cinemas wanted to create a brand that incorporated its heritage into a premium package targeted at the adult cinema-going population.
Empire's new brand started from the realisation that today's film fan wants to see films in an environment that caters to their needs and treats them like valued customers, not as economic units to be moved in and out as quickly as possible. Story worked with Empire to create a corporate identity and define a set of brand values that encapsulated this powerful brand position.-
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- Brand Values
- We ensure filmgoers can rely on us for a high quality environment with premium facilities
- Our heritage and history mean we are instantly identifiable with the excitement, glamour and magic of the cinema – past, present and future
- We combine genuine movie knowledge and enthusiasm with total professionalism
- Customers will find real attention to detail in every part of our service
- We are not exclusive – every customer is valued at Empire Cinemas
- We will bring a fresh, inspiring and unconventional feel to the cinema atmosphere
- Overall, our professionalism and commitment to service mean we will deliver the quality film experience that our valued customers demand today
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- Website
- "The logo's simplicity and boldness is a symbol of quality, professionalism and passion. The use of magenta symbolises a fresh and unconventional approach"
- Lars Hemming Jorgensen, Creative Director
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