IMAX LIVE
Blending an unpredictable live concept, a bold brand identity, and an energised
immersive design, we unlocked many new audiences for IMAX Live.
Agency: Dixon Baxi
Develop the name
Brand Idea
Visual Identity
Overview.
IMAX approached design studio DixonBaxi to brand their latest project. It reinvents the concept of venues by turning cinemas into concert arenas, stages, lecture halls, and more, offering a true blend of screen entertainment and live experience. An entirely new way for fans around the world to interact and engage with their favourite visionaries. Speak with them. And challenge them. Each one-night-only event has a limited number of tickets, with no replay, making them as coveted as they are elusive. A concept that is a direct challenge to today’s instant playback culture.
Our challenge.
We needed a brand idea and identity that captured the ephemeral and communal essence of live performances in a digital age where immediate access and playback have become the norm. With the world at our fingertips, the excitement and anticipation that once defined our cultural experiences have been overshadowed by a buffet of endless choices – a buffet of instant playback. The masterbrand had also remained largely stagnant, gaining attention mostly when director Christopher Nolan, an advocate of IMAX technology, mentioned it. So our intention was to reenergise the brand, and recapture that transient magic that defined entertainment long before digital overturned the analogue order.
What we did.
The brand idea ‘Welcome to the inner circle’ was designed to create a forum where artists and audience can thrive together. We wanted to frame IMAX Live like a modern-day, dynamic speakeasy. Secretive and exclusive. It’s designed to foreground talent. The approach captured the raw, unpredictable essence of cultural experiences, and rebooted the thrill for the digital era. All geared for that fleeting drama that’s always moving – and gone in the blink of an eye.
“There is huge equity in the fleeting ticket. It’s a snapshot moment in time."
Megan Colligan
IMAX President
“IMAX Live has a mystique of potential. Eclectic programming, unpredictable experiences.”
Denny Tu
Global Chief Marketing Officer
