MENU 序
XIAOFENG  JIANG
     ABOUT ME

PROFESSIONAL 终
     ROX SUV



JINYI CINEMA
(2017~2023, Shanghai)

Client:
Jinyi Cenima
Agency:
Tomorrow
Service:
Re-Branding
Lead-Designer:
Xiaofeng Jiang
Project Manager:
Annie Tang
Art Director: 
Albert Rader

Jinyi, one of the largest media groups, which owns more than 300 cinemas in China. We were commissioned to redesign a visual system for it, which required addressing three main challenges: Logo signboard, movie poster, and packaging.

Movie posters, as the most important communication medium of cinemas, all look the same no matter which cinema you are in. For this reason, we drew inspiration from the movie projector light and created a flexible movie poster system. These triangle shapes in the poster also remind the brand concept of "precious moment". When audiences see these designs in the lobby, they will never forget which cinema they are in again.

A tricky fact is that the movie Cinema earns money from popcorn, which means the packaging design of the product should not only be a continuation of the brand image but also be exquisite and eye-catching. Therefore, we designed a grid system based on the logo shape and developed diverse patterns. Through different combinations, a decoration system has been created with a strong entertainment atmosphere.