The guild that puts marketers in the spotlight.
If your job is promoting movies and television—you're probably a member of GEMA. The guild for entertainment marketers that turns your favorite shows into viral hits. They're like entertainment marketing's One Show, D&AD, or Webbys.
Unfortunately, despite being backstage to the glitz and glamour of Hollywood, they were a little "corporate chic" in their visuals and verbals. So, to invite a new generation of members, we put them in the spotlight.
Project and Responsibilities.
REBRAND • VERBAL IDENTITY • TONE OF VOICE • MANIFESTOS • HEADLINES
Originally, GEMA or "PROMAX" was more of what you'd expect from a marketing group.
Brand strategy & Narrative
GEMA is a celebration that makes the marketers the main characters in their work. They don't just elevate the indispensable role of marketers across the entertainment industry, but demonstrate their awesome potential.
Verbal System
Vibrant, magnetic, imaginative, and devoted. They're hard attributes to pull off without sounding flowery, so we kept things simple.*
I looked at the marketers' work for inspiration—namely movie trailers. What goes after the title to get us excited? How do the professionals promote their clients and how can we turn that devotion and love back on themselves?
*We also brought non-writers into the headline-writing process. Nothing like a strategist and designer watching cursors move in a Google Doc to keep the writers grounded.
*We also brought non-writers into the headline-writing process. Nothing like a strategist and designer watching cursors move in a Google Doc to keep the writers grounded.
Brand Guidelines
Sometimes we write hyper-functional guidelines with extensive rules and systems for non-writers. In this case, our clients were filled with copywriters and art directors, so we didn't have to do that. Instead, most of the rules and guidance were around visuals and keeping the copywriting to a minimum.
Nobody needs the hard sell, especially professionals who sell for a living.
"More than purveyors of fine paperweights." Probably my favorite line of the entire rebrand. Hats off to Cam Leberecht.
Thanks to:
Matchstic for making this one of my first projects. Cam Leberecht for tolerating every bad line and audible groan I made during our live work sessions. And Patrice Fielder, our project manager, for being available 24/7 on the East Coast to our clients living on the West Coast.
Credits:
Designed by Sean O'Connor
Animations by Max Prince, Meghan Murray
Design Direction by Meghan Murray
Verbals by Cameron Leberecht & Clayton Notestine
Brand Strategy by Mitchell Ditto
Project Management by Patrice Fielder
Creative Direction by Blake Howard
Animations by Max Prince, Meghan Murray
Design Direction by Meghan Murray
Verbals by Cameron Leberecht & Clayton Notestine
Brand Strategy by Mitchell Ditto
Project Management by Patrice Fielder
Creative Direction by Blake Howard
