SMG Recruiting Rebrand
In late 2018, I proposed a rebranding to our hourly recruiting materials. Guiding our guest journey was always my first responsibility, but guiding how our own team interacts with and experiences Studio Movie Grill was just as important. I’ve always believed in upholding and elevating how our hourly team members view themselves, their jobs, and the company they work for.
My goal was to infuse our hiring materials with their own voice and aesthetic. After many, many vision boards, discussions with brand and training department members over coffee, and trips to visit our theaters, a common thread was that our field teammates liked working at SMG because of who they worked with— the characters they worked with. That was my inspiration.
An aesthetic to highlight that our field team members helped our guests enjoy an entertainment experience. They were entertainers. We embraced their stories and what made them characters, just like the movies we played. Lots of black, to emulate being in a spotlight, on stage, expressing yourself.
Studio Movie Grill was the industry innovator of in-theater dining. We’re used to standing out and doing things differently. We had already begun gaining a reputation for having an animated theater staff and environment, and I wanted to keep it that way.
I enjoyed getting to be purely creative with this campaign, and collaborating with and sharing inspiration with the entire brand department. After presenting all the ideas I had gathered, and the concept and copy for this Circle All That Apply hiring poster, the rest of the recruiting materials emerged from the talented team itsef, and it was amazingly fulfilling getting to see the amazing work they created.
From digital banner ads, to social posts, to new theater opening hiring materials, I believe that together we created a recruiting voice that we believed in, and one that inspires characters to join our team.
SMG Recruiting: Start Your Story
A sample recruiting video featured on SMG social channels and preshow.
