20/20 creates new Everyman identity

20/20 has created a new identity and interiors for cinema group Everyman.

The consultancy was appointed in March after being recommended for inclusion in a six-way creative pitch by Travelex chairman Lloyd Dorfman, a board member of Everyman and a long-term client of 20/20.

20/20 was charged with creating an identity, interiors, graphics and the design concept for the first rebranded branch – Everyman Belsize Park in London, which is set to open on 12 December.

Earlier this year, Everyman acquired Screen Cinemas, a chain of seven independent cinemas, for £7m. It has owned Hampstead Village cinema since 2000, and has announced plans to open 50 cinemas in the UK in the next ten years.

Everyman chairman Alex Brick says, ’20/20 was effectively given a blank sheet of paper. We said in the brief that we wanted to be different from everyone else on the market.’

Jim Thompson, 20/20 managing director, says, ‘We based the brand identity on science, looking at the formula of leisure and cinema-going – the formula of a successful cinema visit.

‘We felt the identity had to have its own personality, and also had to work with moving images on screen – so, for example, the ‘E’ in Everyman can act as an image-holder.’

The new identity is currently being tested on the Everyman website and will be launched officially with the opening of Everyman Belsize Park, formerly Screen on the Hill, which has interiors designed by 20/20.

Thompson says, ‘We have created a new customer journey at Belsize Park, starting with a new frontage, which is modern, clearer and more open.

‘We also wanted to have a concierge service, instead of a ticket office, and have a new café in the entrance space. There is also a bar in the auditorium providing service at the seats.’

He adds, ‘The cinema experience centres around the seating – the Everyman standard seats have to be better than the best premium seats offered by every other cinema.’

20/20 sourced seats from Barcelona-based Figueras, and at Belsize Park has installed 130 seats in a space that originally held about 220.

Brick says that, following the opening of Everyman Belsize Park, there are plans to roll out the identity to the other Everyman branches, and ultimately to move the Everyman brand beyond cinema.

He says, ‘After Belsize Park beds in, we will decide which branch to look at next. We’re hoping to do them all over the next two years.

‘We’re also hoping to apply the brand elsewhere – in café or brasserie developments, for example.’

He adds, ‘We are in negotiations with developer Land Securities about its Trinity Leeds site, and hope that this will be the first use of the brand beyond cinema.’

Ever More Everymans

• Everyman owns eight cinemas across the UK: in Hampstead, Baker Street, Belsize Park and Islington in London, as well as venues in Oxted, Reigate, Walton-on-Thames and Winchester

• 20/20 has created a new Everyman identity and interiors that will be rolled out to all Everyman branches following its launch at Belsize Park

• In May, Everyman said it had plans to open 50 cinemas in the UK in the next ten years

• It is in talks with developer Land Securities to open a cinema at the Trinity Leeds site that would also include a café/brasserie