Secret Cinema were well known within London for their pioneering immersive theatre experiences. But their brand was based on reputation alone, and as they wanted to grow the business commercially and expand to new markets, this was a major challenge. We were tasked to rebrand and give them a distinctive positioning that appealed to new audiences whilst maintaining credibility with core followers.
The new brand focussed on the secrecy of what happens at the events, dialling up the sense of exclusivity and creativity. This approach informed everything, from social media and ATL campaigns, to new product launches and internal comms.
The new brand positioning was successfully rolled out alongside the launch ofStranger Things, which completely sold out.
