Matchstic | Megaplex | Making larger than life a regular destination.

Year:: 2024
Industry:: Entertainment

(Services)

Intro

Inspiring others to live life larger.

For decades, Megaplex has been the epitome of what a big movie theater and night out should be. If you live near one, you probably have memories from it. The Larry H. Miller Megaplex was, after all, a staple in many people’s lives. But after years of trends insisting less is more and major competitors moving into their market, guests had to be reminded why sometimes more is better. And why the Megaplex they remembered was as relevant as ever.

Before

After

Few places have the power to perfect and maximize every little detail, but Megaplex is one of those places. Fueled by their meticulous and fanatical culture, we teamed up with the Megaplex team to put the mega back into Megaplex.

Through interactive workshops, and archival deep dives—we found a commonality between Megaplex, its team, and its fans. Across these audiences, they most remembered and valued the moments Megaplex made awe-inspiring. In other words, the bigger, greater, and more intense Megaplex made something, the more people loved it.

We rebuilt Megaplex’s visual identity to hero any memory that can be made there, from the pupil-dilating movie screens to the beauty of a popcorn kernel. We created a visual identity that heightens the reality of Megaplex with scale, rich colors, eye-catching framing, and energetic repetition.

The best example of this approach is in our logo, which nods to the shape and stretch of movie screens while nodding to the Megaplex M. Throughout the brand, those same contours frame, block, and showcase the variety of Megaplex experiences.

In lock step with visuals, our verbal identity depicts the idea of Megaplex as something larger and richer than reality. Instead of explaining how much bigger and better things are, we use drama, colorful language, and metaphors to play with the senses and make things, like popcorn, feel more monumental.

For example, instead of calling popcorn hot and fresh, we call it “freshly exploded.” And when we want to showcase new offerings, like bowling, we showcase something true but larger than life about it, like, “Here: perfection is possible.”

The hero line, live life larger, was innate to the brand before it was written. It’s true, sometimes less is more, but when it comes to popcorn, arcade tickets, and strikes—when you’re sharing them with others—more is the only answer.

megaplex.com

Thanks:

Thanks to the team at Megaplex for their joy and excitement throughout this project.

Credits:

Designed by Sean O'Connor, Stephanie Kim
Strategy by Ashley Quinn
Messaging by Clayton Notestine
Animations by Max Prince, Meghan Murray, Stephanie Kim
Project Management by Lauren Hood

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