Overview
Client: Everyman
Role: Creative Lead / Art Direction
Year: 2024
Scope: Brand identity, campaign creative, print, digital, OOH
Role: Creative Lead / Art Direction
Year: 2024
Scope: Brand identity, campaign creative, print, digital, OOH
Results:
Membership grew from ~30,000 to nearly 70,000 within one year - more than double the standard growth rate.
The Brief
In Autumn 2023, Everyman launched a new membership proposition with the ambition to elevate its perceived value and strengthen audience connection. The challenge was to reposition membership as something cinematic, exclusive, and culturally relevant - not just a discount scheme.
The Idea
The creative direction positioned Everyman membership as an insider experience. Inspired by cinema culture, fashion, and hospitality, the work framed membership as access to something behind the scenes - private screenings, Q&As, and moments reserved for those in the know.
The visual language was intentionally confident and restrained, giving the membership its own cultural weight within the wider Everyman brand.
The Work
The identity system was rolled out across: Membership cards and welcome packs, social and digital campaigns, trailers and motion assets, print editorial and large-scale OOH.
The campaign has continued to evolve, aligning with major film releases throughout 2024 and 2025 to maintain momentum and visibility.
The Impact
Membership growth accelerated rapidly following launch, rising from around 30,000 members at the start of 2023 to nearly 70,000 by the end of 2024. The rebrand helped reposition the offering, giving it clarity, confidence, and cultural relevance within a competitive market.