Cinémas du Grutli — Branding , campaign by twks: Films for every point of view

Services: Branding; Campaign
Industries: Arts & Culture

Grütli isn't a cinema like any other. It's a house where heritage and contemporary work meet, where audiences come looking for intimate emotion as much as a shared, collective gaze. The original brief looked straightforward enough: modernise a dated visual identity. The real challenge went beyond a graphic refresh. It called for breathing new life into a cultural institution by asserting its central place in independent cinema.

A vision before a logo

The starting point wasn't graphic. It was brand territory. Repositioning Grütli as an open, inclusive, living place, where every viewer finds their seat and emotions echo from one screening room to the next. That strategy gave rise to a simple promise, one built to travel everywhere: films for every gaze, emotions for every heart.

A language born from the screen itself

The visual system doesn't illustrate cinema. It borrows its mechanics. The compositions borrow the rhythm of editing and the repetition of film reels, for an identity that's both cinephile and thoroughly contemporary. A modular logo conceived as a window onto the screen and its emotions. A vibrant colour palette, echoing the intensity of the stories told. A timeless typeface, straight out of auteur cinema.

A campaign that makes the audience the hero

The identity doesn't stop at the screen. It steps out onto the street, into social feeds, into the screening rooms.  Posters, digital, social media: the same inclusive message runs through everything, built around one single idea. The film is never staged first. The person discovering it is.

An impact confirmed by press and public alike

An identity praised by both the cultural press and Geneva's audiences, with particularly strong engagement among young film lovers. Attendance is growing, the brand is gaining in desirability, enough to carry a demanding, diverse programme without ever betraying it.