When IMAX ventured into virtual reality with the launch of its flagship IMAX VR Experience Centre in Los Angeles, the goal was clear: to redefine immersive entertainment and position IMAX at the forefront of VR innovation. This initiative marked a significant expansion from their traditional large-format theaters to interactive VR experiences, offering audiences a new dimension of engagement.

Our challenge was to develop a brand identity that seamlessly integrated with the existing IMAX logo while encapsulating the essence of virtual reality. We drew inspiration from the geometry of the IMAX logo and the contours of VR headsets to create a distinctive VR prism lock-up. This design not only maintained brand consistency but also introduced a futuristic element reflective of the VR experience. Complementing this, we devised a tech-forward color palette rooted in the gaming world, enhancing the brand's appeal to a tech-savvy audience.

The culmination of these efforts was a cohesive visual identity that resonated across various platforms, from the physical design of the VR centers to digital marketing materials. This branding strategy effectively communicated IMAX's commitment to innovation and provided a compelling narrative for their entry into the VR space.