Multiplex is the largest cinema chain in Ukraine. They opened in Nikolaev in 2007, and in a few years grew to 20 cinemas in all corners of the country. 

Our work started with a request to create a navigation system for a new cinema. We saw the visualizations of a future interior which were so bold that we decided 'an old logo is too old'. It was time to rebrand.

The strategy began with a question‚ why do people go to the cinema? Mostly, to relax. The answer became the core of our identity system. With a simple colour scheme and a fun tone of voice.