IMAX has brought rare magnitude to cinema around the world. Through scale, precision, sound and immersion, it has turned films and cultural moments into larger-than-life experiences with a sense of arrival few entertainment formats can rival.
IMAX LIVE extended that role, reimagining the cinema as a stage for one-night-only cultural events. Part screen entertainment, part live performance, part global gathering.
In a culture shaped by infinite playback, instant access and endless choice, live entertainment has gained new force. Its value lies in what cannot be paused, replayed or repeated. IMAX had the scale, technology and cultural authority to own that feeling, but needed a brand system that could make the new proposition feel urgent, contemporary and distinct.
My task was to help IMAX move from a masterbrand associated with traditional cinema into a more flexible and immersive cultural platform. IMAX Live needed to feel big enough for global artists, intimate enough for fans, and disciplined enough to hold together across concerts, talks, performances and one-off cultural moments.
We built the brand around the value of live presence. The fleeting drama of being there as it happens. The identity was designed as a vessel for talent, giving artists room to shape the experience while keeping IMAX Live recognisable as a premium cultural platform.
The strategic move was to make the brand behave less like a fixed cinema format and more like a live arena with a powerful screen at its centre. Borrowing from cultural systems that let different artists inhabit a consistent frame, the identity could flex from Kanye West to the Royal Ballet without losing coherence.
The result was a sharper commercial story for IMAX Live. Scarce events, heightened fan demand and a more refreshed magnetic role for IMAX in culture.