When I first joined (formerly) EVO Entertainment Group as their sole Graphic Designer, the company had just started to acquire businesses left and right. As the organization continued to grow we were faced with a looming question: Do we, as a corporate office, operate in silos dedicated to each brand individually, or do we consolidate our efforts under a house of brands? The original EVO Entertainment theaters remained our strongest entity, ShowBiz Cinemas were slowly being flipped to EVOs one by one, and there were no plans to shake up the identities of Violet Crown Cinemas nor Times Square Grand Slam in Tyler, Texas. Rather than complicate communication, operations, and so forth, we went with the latter option and rebranded EVO Entertainment Group to Elevate Entertainment Group with EVO Cinemas still operating as a sub-brand in their original theater capacities. A desire to resurrect a former loyalty program called Elevate Rewards led to enthusiasm in the executive suite surrounding the ‘Elevate’ name, so with that decision I began exploring directions for the new identity. While I mapped options for the new brand look and feel, I was also engaging in constructive dialogue with our CEO, CMO, and HR leadership about the more foundational aspects of the brand: mission, vision, values, and core behaviors. We collaborated to determine important statements about our priorities and forward momentum, placing high importance on innovation, fun, the guest experience, and thoughtful growth, among other qualities. I distilled all of this into three design directions to share with leadership, and once a favorite was selected I set to the task of writing and designing a style guide and creating all the necessary materials for launch. Elevate Entertainment Group soft-launched in fall of 2023 with a new logo and core messaging, and a full public launch, complete with a redesign, followed in the summer of 2024. This project was quite a labor of love, and I’m thrilled to share samples from the final product here.