Situated in the beautiful surrounds of the Abbotsford Convent, The Shadow Electric is Melbourne’s newest independent open-air cinema, which had it’s first season over the 2012 summer.

The design and branding, created by CC&Co, focused on identity and publication design across print and digital media.

The logotype utilises typography that references light bulb filaments and electronics of a lo-fi nature. The vertical line, a symbol representing the cinema screen, combined with the type to abstractly represent an aerial shot of the audience and screen.

As The Shadow Electric is aimed at “film buffs who love outdoor cinema,” CC&Co. emphasised the array of interesting films that were on offer by the use of strong typography and imagery. This simple treatment resulted in collateral that kept the focus on the quality mix of films. The summer campaign included printed programs, A2 and street posters, banner ads and website.