„Lux“ is an imaginary arthouse cinema in my hometown Mönchengladbach, which shows a great variety of arthouse movies and offers a new way of cultural access to cinematic art and its community for everyone. Additionally, you can attend special events in the evening or enjoy a sweet cappuccino in the cosy in-house café ☕
As this was my final project in school, the only thing that was given was the brand's name and a little background story - Thus I needed to determine my target group first. I created two personas: One for the cinema's investor, one for the average visitor. This helped me to gain insight into the want and needs of both sides - management and customers. I decided to address a young audience (18-35 years), who are interested in culture and cinematic art. Hence its brand and interior style needs to be modern and clear but nonetheless friendly and open-minded. To underline this statement, Lux sets an important focus on diversity and accessibility to include every person interested in Lux, the community and the culture behind arthouse movies.️
Furthermore, I had to create a styleguide to show the branding and create guidelines for the press or other companies.
If you are interested in reading my whole documentation (in German) about this for more insights, check it out:
A school project in my second year of apprenticeship about branding
Final exam in my apprenticeship: Website & Animation
German digital media & web designer.
I design thought-out experiences for digital media and websites. Read more.