IMAX
Blending an unpredictable live concept, a bold brand identity, and an energised immersive design, we unlocked many new audiences for IMAX Live.
Business Strategy
Brand Identity
Agency: Dixon Baxi
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.
We wanted the IMAX Live brand to act as a vessel for artists, a forum where artists and audiences can thrive together. Much like Absolut Vodka’s approach in the 80’s, where the bottle was used as a canvas for different contemporary art forms, the IMAX Live identity was built to accommodate a wide range of performers, from Kanye West to the Royal Ballet, giving them the space to make the IMAX experience their own while maintaining artistic freedom.
It is designed to foreground talent, capturing the raw, unpredictable essence of cultural experiences, and rebooting the thrill for the digital era – all geared towards 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
