Branding
UI/UX
Merchandising
While Laemmle Theatres champions forward-thinking cinema, its visual identity and mobile app present an opportunity for renewal. My rebrand builds on the theater’s legacy by refining the lamb mascot and reimagining the app as a clearer, more engaging gateway for discovering films.
Rather than replacing the physical moviegoing experience, I saw an opportunity for a digital ecosystem that extends it. I designed an app that helps audiences discover films—especially indie ones—plan visits, and stay connected to their local theater’s community.
Meet Lee the Lamb!
I built the identity around the Laemmle family name, an underleveraged brand asset with deep roots in American cinema history.
Because Laemmle means “little lamb” in German, I used it to create a distinctive mnemonic: a mascot that reinforces the name through visual association. Paired with a bespoke wordmark, the system improves brand recognition while celebrating the theater’s legacy.
Rather than competing with mainstream theater chains, I leaned into Laemmle’s arthouse reputation as its greatest differentiator. Through playful copy and Lee the Lamb’s curious personality, the brand speaks with the confidence of a lifelong cinephile. Headlines such as “No Fluff, Just Films” and “Oui, We Speak Cinema” celebrate film culture while keeping the tone approachable and memorable.
A bold yellow recalls illuminated theater marquees, while magenta and cyan draw from the expressive palette of German Expressionist cinema. Letterbox-inspired typographic blocks reference the language of film framing and cutting, creating a distinctive graphic device that improves clarity while reinforcing Laemmle’s cinematic heritage.
UI Cards
The interface extends the visual identity through a modular component system inspired by the artifacts of cinema. Film posters remain the dominant visual element while ticket stubs, patron cards, reward tiles, and editorial information panels establish a consistent hierarchy across the experience.
Each component is designed as a collectible object, creating a UI that feels tactile, memorable, and intrinsically tied to the rituals of moviegoing.
Each component is designed as a collectible object, creating a UI that feels tactile, memorable, and intrinsically tied to the rituals of moviegoing.
HERO SCREEN [01]
Curated Homepage
To encourage long-term engagement, I introduced a loyalty system that rewards participation beyond ticket purchases. A personalized patron dashboard transforms ticket history into a record of cinematic participation. Membership tiers, rewards, and archived tickets reinforce the value of returning to Laemmle while fostering a stronger sense of belonging within its film community.
To encourage long-term engagement, I introduced a loyalty system that rewards participation beyond ticket purchases. A personalized patron dashboard transforms ticket history into a record of cinematic participation. Membership tiers, rewards, and archived tickets reinforce the value of returning to Laemmle while fostering a stronger sense of belonging within its film community.
USER FLOW [A]
Purchase Movie Ticket
HERO SCREEN [02]
Gamified Experience
To encourage long-term engagement, I introduced a loyalty system that rewards participation beyond ticket purchases. A personalized patron dashboard transforms ticket history into a record of cinematic participation. Membership tiers, rewards, and archived tickets reinforce the value of returning to Laemmle while fostering a stronger sense of belonging within its film community.
To encourage long-term engagement, I introduced a loyalty system that rewards participation beyond ticket purchases. A personalized patron dashboard transforms ticket history into a record of cinematic participation. Membership tiers, rewards, and archived tickets reinforce the value of returning to Laemmle while fostering a stronger sense of belonging within its film community.
USER FLOW [B]
View Rewards & Tickets
HERO SCREEN [03]
Community Screenings
Inspired by Laemmle’s reputation as a neighborhood arthouse theater, I introduced The Flock: a feature that enables members to host private screenings for fellow Laemmle patrons.
By allowing users to discover hosts, request to join, and attend curated screenings together, the experience extends beyond ticketing to foster meaningful social connections through cinema.
Inspired by Laemmle’s reputation as a neighborhood arthouse theater, I introduced The Flock: a feature that enables members to host private screenings for fellow Laemmle patrons.
By allowing users to discover hosts, request to join, and attend curated screenings together, the experience extends beyond ticketing to foster meaningful social connections through cinema.
USER FLOW [C]
Join Private Screening
COLLECTIBLES
The identity extends beyond the screen through a flexible merchandise system that translates seamlessly across concessions, collectibles, and apparel. Designed as a graphic system rather than a static mark, it maintains its character in both full-color applications and simplified one-color executions, allowing it to adapt across a wide range of formats.
Together, these applications demonstrate a brand built not only for the theater, but for the broader culture surrounding independent film—one that is equally at home on a popcorn box, a sticker, or an embroidered cap as it is on the marquee.
Gina Park (Instructor) for her guidance on this project.
Recognition
ArtCenter Student Gallery
Lithographix Typographic Gallery