Small World Cinema Club
BRAND IDENTITY / DESIGN / WORDSSWCC is a small community-focused cinema club, popping up once a month to host screenings of independent film from around the world.
Since arthouse cinema has a reputation for being a bit stuffy and exclusive, SWCC was designed to be the antithesis of that — so the brand’s identity is purposefully informal.
The two typefaces are an expression of what SWCC does, and how:
Acier Bat, used in headlines, is reminiscent of the lettering traditionally found on the ‘now showing’ boards of independent cinemas (often on a backlit panel, which is nodded to by the yellow accent).
For body copy, Courier is used, which keeps the brand feeling homemade — particularly when combined with the papery background of the website.
The informal setup is part of what makes SWCC special, so it’s important that that’s reflected in the way it speaks. The club is serious about quality film but that doesn’t mean it has to stroke its chin all the time.
I wanted the language to sound like that of a friend (rather than the musings of Mark Kermode), so the tone of voice is kept light, conversational, and occasionally a little playful.
