IMAX
A complete brand refresh with an all new messaging and a design system that could be implemented across a global market.
Despite IMAX pushing technology and evolving into a cutting edge entertainment brand, people’s perception of the brand hasn’t changed in decades. To many, it’s still just a big screen that plays nature documentaries in 3D. With competitors trying to own the category they invented, IMAX struggled to define themselves and lacked any coherent brand identity. To achieve this, we created a brand film that would run before every move shown in IMAX and a brand identity system that could be implemented across global markets.
THE FILM
Infinite Worlds
A cinematic journey through different worlds, immersing audience members in an experience reminiscent of the movies genres they've come to know and love seeing in IMAX. The piece was designed and written to take full advantage of the greatest theater and sound system in the world, so while we’re proud to share it with you here on whatever tiny screen you’re viewing it on, we really hope you see it in an IMAX theater.
BEHIND THE SCENES
Behind the scenes
Filming an IMAX film is no small feat.
VFX breakdown
Building worlds where none existed before.
VISUAL REBRANDING
The frame
IMAX needed a brand design system that could do a lot. It had to work across 79 countries, in 39 languages, and on everything from IMAX sized screens and OOH to teeny tiny social posts. But the solution was just as elegant as it was simple. A blue frame.
Everything within it; the standard movie-going experience. Everything outside; the IMAX difference. With the IMAX logo purposefully breaking through the frame. The universal brand system helped define the tagline: Films to the Fullest.
