Art House, an independent movie theatre in downtown Toronto, required a visual identity including a logo design for their brand, This independent theatre would be screening independent films as well as select Hollywood movies. Art House wanted more people to seek out alternative film and created a friendly, comfortable, luxurious environment to entice a greater audience. Art House believes in the artistry and the craft of film and wants to honor it with a unique viewing experience. The target audience for this theatre is social media savvy adults aged 25+ who consider themselves cultured and enjoy going out. 

The brand offering, message, and personality of Art House is defined by three distinct characteristics that form the communication goal for this design. The first defines the brand as alternative, artsy, and unique, a theatre that is focused on independent features and Hollywood alternative films. The second element of the brand is comfort. It is welcoming, friendly, and casual. And the third characteristic pertains to the luxurious and chic environment as well as references the upmarket products and services available at Art House. The design highlights these three characteristics in their logo design, colour palette, and brand pattern creating a visual identity that is both unique and friendly as well as pertains to their luxurious and chic environment and brand offerings.