The Cinema Arts Centre is an independent, non-profit movie theatre and mainstay of film and culture on Long Island. With a brief to update the branding to appeal to and attract a younger audience, we aimed to devise an identity that would work across a wide variety of media and would more accurately speak to the actual character of this dynamic cinema. Starting with the essential elements of film–mainly movement, and light–we developed a logo that is minimal and elegant, yet flexible. It can be transformed into an animated container of text and visuals that can stretch and dance, yet is as adaptable in still and printed applications as in animated ones. This enables the branding itself to be a versatile delivery system of a variety of content and messages. Being that film inherently provides such a rich pool of visuals, we were excited to playfully incorporate classic and current film stills, video and iconography into their promotional materials, allowing them to meaningfully and whimsically illustrate the messages they wish to convey in an entertaining way. The identity has been applied to on-screen announcements, email campaigns, a quarterly printed folio, architectural signage and membership and promotional materials. While the project was started at the end of 2019, the full launch and roll-out had been postponed due to the Covid Pandemic. Thankfully, the Cinema Arts Centre was able to fully reopen in 2022 and continues to implement the new identity system.