Destination Cinema is a pioneer in the destination theater™ industry responsible for hosting over 40 million tourists a year and grossing over $300,000,000. With Revenue's successful Reelunion Event and marketing of the Grand Canyon: Rivers of Time film remaster in IMAX, they knew they could count on us when it came to giving the Niagara Adventure Theater a refresh.

The largest challenges to overcome were confusing user journeys and unclear wayfinding that prevented tourists from experiencing one of the most educational, thrilling, and robust experiences that Niagara Falls had to offer.

First, a rebrand to establish a more contemporary feel. We explored a rough and gritty historical aesthetic as well as a more municipal, clean design. Ultimately the triple-fall design won as we rebranded Niagara: Miracles, Myths and Magic.

The logo established an educational and informational look, with the logomark combining the three pillars of Miracles, Myths, and Magic into a subtle M shape reminiscent of Niagara Falls. The oceanic palette and subtle curves helped set the tone for future design collateral.