LOGO · BRAND GUIDE · WEBSITE
MILLS ENTERTAINMENT · 2016 TO 2022
Case study · Mills Entertainment
The promoter behind every tour on this page got a brand of its own.
Mills Entertainment produces live tours: Shatner, Cleese, Mel Brooks, Daniel Tiger, #IMOMSOHARD and dozens more. Alexandre spent six years inside it as the creative lead. Along the way the company itself got a modernised logo, a brand guide written for people who are not designers, and a website its marketing team could run.
The credit
Made by Alexandre Chaput, before In Fair Light existed.
The 2016 logo modernisation, the brand guide and the website. This is the employer shown as a client, because it was the longest engagement of the career and the one that produced most of the work on this page.
Role
Creative lead
Scope
Logo, brand guide, website
Client
Mills Entertainment
Years
2016 to 2022
The logo
Same letters, cleaner type.
The old mark sat in a dated typeface. The 2016 modernisation moved it to a clean Proxima Nova lockup, kept the original letter placement so twenty years of recognition survived, and lightened the palette.
The guide, and the brand in use
A brand guide for people who are not designers.
Logo, colour palette, email signature: a short how-to written so a tour marketer or a booking agent could stay on brand without asking. At a company this size, that is the entire point of a guide. Beside it, the website before and after: the dark WordPress site it replaced, and the rebuild the marketing team could run themselves.
The numbers
What it moved.
Bringing web production in-house replaced an outside contractor at $5,000 a month. The tour-artwork licensing program built in the same years brought in between $750K and $1.5M a year. The B2B and B2C newsletters lifted inbound booking requests by 30%, and the creative desk shipped assets to more than 600 venues a year.
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Tour art, campaign work, a launch film. It is the same question every time: what makes somebody buy the ticket.