Formerly a vacant and deteriorating Newark Screens 6 movie theatre, in 2011, Boraie Development along with Newark superstar, Shaquille O’Neal teamed up to bring an all new state-of-the-art movie experience to Newark. From luxury stadium seating to new sound and projection technology, this movie theatre needed a bold and fresh brand and identity. I worked with Cityplex 12 to create a simple yet instantly recognizable logo and mark along with an identity system to help Cityplex 12 stand out as well as brand their incredible Shaq*DX theatre. I also worked with Cityplex 12 to create some promotional items from greeting cards to showtime identification and apparel for their grand opening. Cityplex 12 has truly transformed into an incredible independent movie theatre that brings the Newark community together and provides a plethora of fun and events for it’s loyal locals.