Pathé, a world-renowned entertainment company long considered one of the leading innovators in its industry and inextricably linked to the rich experience of a night at the cinema, had been losing awareness and international sales. At a time when the business was expanding through acquisition of the French Gaumont cinema brand, Pathé engaged Trinity to articulate and express a new story for the brand that captured the romance and power of its legacy for the new partnership and today’s international audience.
Trinity created an entirely new system reimagining the brand’s iconic Charlie the Rooster and its powerful yellow equity – creating flexibility and flare with a distinctively bold look and feel that drove everything from architecture to theatre publications to an identity for the new brand the program helped create, Les Cinemas Pathé Gaumont, now the leading theatre chain across France, the Netherlands and Switzerland.
