Building a brand where mega is their method.
Megaplex needed a big (sorry) refresh. In a world obsessed with "less is more," Utah's nostalgic, late-night destination for movies, food, and games was starting to feel bloated. Sure, locals had fond memories of it, but what makes "mega" worth visiting today?
Life is too big for small screens. Confession time: I love everything about Megaplex. I love the product, I love the team, and I love how earnest it all is. They care about every little detail of the experience at Megaplex. This inspired the mantra, "live life larger." Treat everything like it's larger than life. Paint pictures with words. Make small things big. And put on the movie trailer voice. Sometimes more is precisely the right amount.
Project and Responsibilities.
REBRAND • VERBAL IDENTITY • TONE OF VOICE • HEADLINES
Brand strategy & Narrative
Through interactive workshops and archival deep dives—we found a commonality between Megaplex, its team, and its guests. They all loved the moments Megaplex made awe-inspiring. In other words, the bigger, better, and more intense Megaplex made something, even the details, the more people loved it.
Verbal System
Messaging had to accomplish one of two goals: it had to hero something in an earnest, dramatic, and fanatical way, or it had to make it feel cinematic by playing with the senses.
"If this was a cheesy trailer, how would I film the popcorn?" Then I wrote down what I saw in my head.
"If this was a cheesy trailer, how would I film the popcorn?" Then I wrote down what I saw in my head.
Thanks to:
Thanks to the team at Megaplex for their joy and excitement throughout this project.
Credits:
Designed by Sean O'Connor & Stephanie Kim
Verbals & Messaging by Clayton Notestine
Brand Strategy by Ashley Quinn
Animations by Max Prince, Meghan Murray, Stephanie Kim
Project Management by Lauren Hood
Verbals & Messaging by Clayton Notestine
Brand Strategy by Ashley Quinn
Animations by Max Prince, Meghan Murray, Stephanie Kim
Project Management by Lauren Hood
