Alamo Drafthouse

Rebrand + Promotional

About the Alamo

The Alamo Drafthouse Cinema is a movie theater chain that pairs great films with tasty food, drinks, and is well regarded for their strict no talking/texting policy. They provide an exceptional dining experience and wide selection of craft beers along with several other hand-crafted drinks. In addition to screening new releases, they show classic films, and host special events.

Reason for Rebrand

I decided to rebrand the Alamo to help reposition them as more than just a place to watch new movies, but also to be cultural hub for movie lovers, film buffs, as well as those who are seeking a more mature, immersive, and distraction-free cinema experience.

I chose to promote the Alamo Time Capsule because it’s a unique event that embraces nostalgia and creates a meaningful connection with audiences who love retro and classic films. It’s a journey through six of the most significant years in the history of cinema: 1974, 1979, 1984, 1989, 1994, and 1999.

Design Challenges

The most difficult part of creating a new identity design for Alamo Drafthouse Cinema was determining which aesthetic direction truly fit my vision for the brand itself. Initially, I was drawn to the vibrant nostalgia of the 1980s because it’s a decade that holds a lot of cultural significance for movie lovers.

However, as I progressed in my design process, I began to realize that my artistic choices and the essence of the brand aligned more with the Art Deco style of the 1920s. That decade was also a significant time for cinemas because of the technological advancements for picture and sound, cultural impact, and construction of movie palaces. Realizing I needed to shift from an 1980s aesthetic to 1920s style was challenging, but ultimately, it felt more aligned with the Alamo Drafthouse experience.

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