Rebranding concept and website redesign of Empire Cinemas, originally based in Leicester Square in London. Opened in 1884 as the Empire Theatre, it was a West End variety theatre, designed by Thomas Verity. The aim is to create an innovative brand identity that embraces history, while standing out from independent film competitors. Targeted to people with an old soul aesthetic, so that they can experience their passion for films during a unique cinematic experience. Brand values are community, passion and innovation. Through this brand identity, you can perceive of cinema as a small library - online and digital, that you can take anywhere.