Identity system for Rooftop Cinema season 07/08. The creative was based on the theme of 'New Context'. Three popular films - Goonies, Electroma and Blow-Up, were re-imagined within Rooftop parameters. Iconic props from the films were constructed into sculptural forms culminating in a series of ‘Rooftop-esque’ posters that encouraged viewers to embrace new perspectives. A secondary patterning system was developed from the punctuation keys of the brand typeface reinforcing cinematic themes of story-telling.