Signage System and Wayfinding
DT Cinemas is a distinctly different product in the space of cinema exhibition. When we were engaged to provide sign design and way finding consultancy for the brand, DT was two properties old. Apart from the brand logo, DT did not have much in terms of a sign design identity.
As the brand was at the onset of becoming a pan India brand, our strategy was similar to that adopted for PVR, which was to design a standard sign design identity for the brand, with provision within the design scheme to adapt itself to the changing brand environment, geographical location, etc.
As DT Cinemas was always to be a part of (anchor tenant) DLF malls, we began with mapping the user’s path from the point where he recognizes the brand while still approaching the property, from the parking to locating the ticket box and eventually the cinemas. At each point of decision making in this path, we designed an information system that will aid, well decision making. By providing the user with the required information at the appropriate place; we enhanced his/her experience of the brand. With all products being the same, eventually the user will choose the one that is the most user-friendly.
With DT Cinemas, we designed and implemented two properties, in Delhi (Shalimar Bagh) and in Chandigarh.
