Membership Identity

In Autumn 2023, Everyman launched a bold new membership rebrand - a project I led from concept to execution. Several months ahead of launch, I was entrusted with redefining the visual and experiential language of our membership, with a vision to elevate its perceived value and deepen audience connection. My creative direction began with a strategic brand audit, drawing from competitor insights and aspirational research across cinema, fashion, and hospitality. The goal was to create a sense of exclusivity - positioning Everyman membership as something cinematic, coveted, and culturally charged. We wanted members to feel like insiders, with access to behind-the-scenes events, private Q&As, and preview screenings that enhanced their sense of belonging. The resulting campaign embraced a sleek, minimalist aesthetic: bold monochrome design, full-bleed portraits of iconic Hollywood figures, and clean, confident typography. From premium membership cards and welcome folders to dynamic social media assets, trailers, print editorial, and large-scale OOH placements, every detail was designed to provoke curiosity and signal status. This wasn’t a one-off moment. Throughout 2024, we aligned the campaign rollout with multiple major film releases, creating a drumbeat of visibility and momentum across platforms. While the success of the membership programme owes much to the tireless work of the wider marketing team, the creative gave it its cultural weight and helped put the offering on the map in a meaningful way. At the start of 2023, membership sat around 30,000. By the end of 2024, we were fast approaching 70,000 - a sharp acceleration from what had long been a stable growth curve. In one year, we doubled the standard pace of signups, and the rebrand played a central role in making that possible.