Challenge

Vue introduced a pre-order collection service allowing customers to bypass concession queues.

However, positioning it as a “VIP lane” risked alienating customers by implying exclusivity or added cost.

The objective was to create an accessible identity and communication system that encouraged adoption while integrating seamlessly into the cinema environment.

Insight

Queues are a major friction point in the cinema journey.

Customers value speed and certainty — but messaging needed to focus on convenience, not status.

Reframing the service around ease and efficiency would drive uptake.

Creative Direction

Led the concept from naming through to full in-environment execution.

• Creation of the “Express Pick Up” naming platform

• Visual identity communicating speed and simplicity

• Integration across online ordering, foyer communications and pick-up zones

• In-store theatre guiding customer flow

• Cohesive system across print, digital screens and environmental graphics