CinePlay
Defining a new genre of entertainment.

ROLE
BRANDING & IDENTITY DESIGN,
COMMUNICATION STRATEGY,
CREATIVE DIRECTION

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G.A.S defined the visual communication for CinePlay when the business was evolving rapidly, creating solutions on the go, across different contexts.
— Subodh Maskara, CEO, CinePlay
 

Project

To define CinePlay through brand communication and design as a first mover in producing and digitally distributing Indian theatre content, globally.

Communication Challenge

The challenge was to bring clarity to the brand communication, making it more inclusive between theatre purists and avid cinema-goers, both of whom were left confused with CinePlay’s intent.

Result

The focus was shifted from the format of the content and directed to CinePlay’s principle mission; To create global access to rich theatre content from the country while archiving it for posterity. 

 
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Old Logo: The above unit was what we were presented with as CinePlay’s identity. The form had ideas within it but in totality was stiff, difficult to work with and dated. As we weren’t asked to do a rebrand, the identity needed be updated to build a design language given the different demands for presenting a fast growing company.

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Update: For the update we separated the two forms, ie; the logotype and the shard icon. The type was when singled out was to open and required to be kerned and given an added weight.

 
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The Posters

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The Website

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Rent

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Archive

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Team

 
 
They were able to identify the design language we were looking for, to introduce a new and exciting
format of entertainment
— Subodh Maskara, CEO
 
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