Screening clubs facilitate group engagement with film culture. In the era of streaming, cinema is losing its ability to bring people together for a collective experience. I believe WUCinema’s branding should reflect its unique capacity to foster community. It’s Not Cinema, If You’re Watching It Alone. This spec was an exercise in developing a brand’s voice from scratch: intellectual, sincere, and—to appeal to the college set—a touch of dry wit. I formatted these for Instagram, with regular posts and story posts.