Challenge

A new player in a competitive field

The greatest challenge for a new cinema is competition, as the central Helsinki area already has both larger movie palaces and smaller arthouse cinemas. Therefore, it was vital to stand out in a way that makes Gilda the most attractive option for movie lovers.

Another challenge was the tight schedule. Everything from the visual and verbal brand identity to a functional online service and ticket sales system had to be designed and put into use in less than three months before the cinema opened. In addition, marketing efforts were needed to spread the word about Gilda before the opening, so that the seats would be full right from the beginning.

Solution

Comprehensive brand strategy and a stunning online service

Together with the Gilda team, Don & Branco set out to create a brand that would have a touch of the old-time Hollywood glamour. The style comes through in the modern art deco visuals, typography, and colour scheme. Gilda’s visual identity also included a new logo, a stylish retro look for the movie tickets, and numerous other illustrations.

As for the verbal identity, the slogan “Elevate the experience” invites moviegoers to Gilda’s immersive atmosphere. We also helped define a tone of voice suitable for Gilda’s general communications, while refining the value proposition and core messages. This helped us plan marketing as well as develop website content.

The website and the ticket sales system were designed in line with Gilda’s brand and implemented in a user-friendly, functional, and stylish manner. A contact system for B2B customers was also added to help organize corporate screenings and private events.

Don & Branco has been an essential part of Gilda’s marketing well before the theatre opened. The work has included advertising in newspapers, online publications, social media, radio, outdoor displays, as well as Helsinki metro and trams. In addition, Don & Branco has been heavily involved in designing image and video content for Gilda’s social media.

We have also participated in designing the theatre interior, signage, popcorn and candy packaging, and staff clothing. The visual identity was also used to take over the surroundings of Lasipalatsi with illustrations projected onto the walls of nearby buildings.

What changed?

Gilda opened its doors with an impressive first week. Thanks to extensive marketing and early bird special prices, movie fans discovered the cinema and the screenings were immediately sold out. The audience feedback has been positive, complimenting Gilda’s atmosphere and high-quality programme.

With its recognizable visual identity, Gilda has become a noticeable part of the Lasipalatsi square area. The cinema brings an elegant addition to the entertainment services available in Helsinki, meeting the needs of quality-conscious consumers looking for a more luxurious movie experience.