Rewind Room – Branding a Secret Cinema Experience

Client: Rewind Room Industry: Microcinema & Community Events Location: Chicago, USA Scope: Logo & Motion Design Sprint

Rewind Room is a microcinema and underground film club in Chicago that embraces the raw, intimate energy of secret screenings, DIY film culture, and community-driven storytelling. Rooted in the aesthetics of guerilla marketing, independent theaters, and classic film nostalgia, the brand needed an identity that reflected both exclusivity and inclusivity—a hidden gem for cinephiles that also felt approachable.

The goal was to create a logo and visual system that captured the mystique of underground cinema while remaining versatile for future use in merchandise, promotional materials, and physical spaces. The brand had to feel authentic, handcrafted, and cult-like, balancing a mix of old-school film aesthetics with modern DIY energy.

We explored multiple directions based on key themes:

Secrecy & Discovery: The idea of a film club you have to "find" or be invited to.

Handcrafted & Raw: Referencing zines, DIY posters, and screen-printed graphics.

Classic Meets Contemporary: A mix of old film aesthetics with a modern, minimalist touch.

The final logo embraced a raw, cinematic aesthetic with custom typography and a bold yet minimal logomark that could live across posters, merch, and digital spaces. We leaned into textural elements, high-contrast layouts, and a visual identity that felt like something you’d stumble upon in an underground film screening flyer.

The project was more than just a logo – it set the foundation for Rewind Room’s growth, helping solidify its identity as a growing cultural space in Chicago’s independent film scene.