The Harbour Screen is a truly unique seaside cinema experience. Nestled in a nook on Folkestone's Harbour Arm, the screen is open for a 16-week season over the summer months.
Established in 2015, after a 3.5 million pound renovation, Folkestone Harbour Arm quickly established itself as ‘the place to be’ over the warmer months of the year, transforming the once derelict concrete arm into one of Kent’s top food and drink destinations. With thousands of visitors every weekend, the reinvented ex-ferry terminal and train station has been a huge success.
Evolving constantly, in 2018 the Harbour Arm launched The Harbour Screen and had a successful summer screening the World Cup and a small programme of films. Following that success, The Harbour Screen returned in 2019 with a more expansive programme and a mission to attract more bums on seats!
To create a brand that gave the outdoor cinema area a visual identity of its own, and to complement the existing Harbour Arm branding. Across this extensive and far-reaching project, we were tasked with achieving the following goals:
Brand engagement. The brand we created had to appeal to a wide variety of potential customers and reflect the unique and exciting proposition of an outdoor cinema set by the sea.
Marketing goals. We were to design and produce a range of marketing materials to promote the cinema’s offering and generate sales for the season of screenings.
Social engagement and online booking goals. We were asked to develop a social media strategy, including audience-building and conversion, that the client could then implement using their in-house team.
Website design. We were asked to design a website that inspired visitors to explore the cinema’s exciting programme and book online.
Signage and event wayfinding. We were tasked with designing the outdoor signage and wayfinding across the area, to help visitors find the site, and to contribute to a positive visitor experience.
For the branding, we chose a fluorescent palette, graphic film reels, and wave-like graphic lines to give the outdoor cinema a contemporary, fresh look.
With a wide in-house capacity for print and digital design, we were easily able to plot the project, provide timings and deliver across all the required areas.
Our expertise in print and digital also meant that we could create a brand and designs that worked in both digital and print media; we created screen graphics, a printed programme, posters, and wayfinding.
We recommended a microsite and worked on translations of the brand for digital use, which were then brilliantly made real by Kit & Caboodle. We then provided social media strategy consultation and advised on ad-spend etc. We also arranged training with the client’s in-house team so they could effectively roll out the social media strategy.
The brand has been really well received and there has been a series of sell-out films across the season, achieving the marketing goals of the project.