Little Movie Store was created around a sense of nostalgia, community, and rediscovery. The client’s vision was to build a space that brought people back to the joy of choosing a movie on a Friday night; the excitement of browsing aisles, discovering something unexpected, and sharing that experience with friends or family. The concept was rooted in recreating the playful, exploratory feeling that many Millennials and Gen X audiences remember from growing up, while introducing that same sense of discovery to a new generation.
Case Study: Brand Development
Client: Little Movie Store, Philadelphia, PA
Overview
This brand identity needed to feel human, approachable, and personality-driven without becoming overly themed or kitschy. Our goal was to create a brand system that balanced warmth and playfulness with thoughtful, refined design execution that could scale across retail signage, packaging, social, and environmental applications.
My Role
• Led the creative direction and development of the visual identity system from concept through refinement.
• Sourced and developed a hand-lettered inspired typographic direction that established the warm, human-centric tone of the brand.
• Designed a flexible suite of primary and secondary brand marks inspired by retro film credit typography and vintage cinema ephemera.
• Established the broader visual language for the brand, including tone, material references, environmental considerations, and application direction across physical and digital touchpoints.
• Helped shape the experiential vision of the retail space by creating a system that balanced nostalgic storytelling with clean, contemporary execution.
