IMAX I's

Problem:

IMAX needed a cohesive yet distinct visual identity to differentiate its four key offerings: IMAX 70mm Projection, IMAX Documentaries, IMAX Live, and IMAX Enhanced—while ensuring brand consistency and scalability across diverse content formats. The challenge was to create an adaptive branding system that could seamlessly integrate into IMAX’s high-impact visual experience without feeling disconnected across its sub-brands.

Solution:

I developed a modular, extendable branding system centered around the IMAX lens as a unifying visual motif. Each ident features abstract, vivid backgrounds that evolve dynamically, with the ‘I’ shape transforming across dimensions to reflect the immersive nature of IMAX content. This fluid visual language reinforces IMAX’s cutting-edge technology, maintains brand cohesion, and allows for future scalability while emphasizing the unique essence of each sub-brand.