IMAX Brand Design
OVERVIEW
To rethink and redesign a more seamless customer experience while creating premium brand moments across user engagement, marketing campaigns, and executive event branding.
As a globally recognized brand, IMAX demanded a design approach that reflected the same level of quality and world-class cinematic experience it delivers to audiences. I was brought in to design digital experiences and branded assets that strengthened engagement, improved usability, and reinforced a cohesive brand experience. Working across Product, Marketing, and Executive Communications, I redesigned the homepage banner and login experience, developed the mobile experience, and created email assets for a marketing campaign.
DIGITAL EXPERIENCE
Improving user engagement across the IMAX digital experience
CHALLENGE
IMAX wanted to drive user engagement by redesigning the look and feel of its customer profile page to make it more intuitive. The redesign posed a unique challenge: I couldn’t change the existing UI, so I had to work within the established framework while making the digital experience feel more visually engaging and interactive.
SOLUTION
To create a more personalized customer experience, I proposed a dynamic customer profile layout that transformed the customer profile into a more engaging and interactive experience. The updated profile introduced personalized elements, including a profile image, customizable header, personal information, favorite movies, and bookmarked upcoming movies.
To strengthen the connection between the digital experience and IMAX’s cinematic heritage, I incorporated visual storytelling elements inspired by Hollywood and the filmmaking process, including a spotlight design element and an IMAX camera motif. This visual direction was applied across the homepage banner, login and sign-up experiences, and email campaigns across both desktop and mobile.
EVENT BRANDING CONCEPT
Creating a premium executive event experience
CHALLENGE
IMAX hosts an annual executive event, the IMAX CEO Forum, bringing together executives and industry leaders for presentations, networking, strategic discussions, upcoming films, and emerging filmmaking technologies. The challenge was to develop a creative direction that captured the significance of the event while remaining true to the IMAX brand.
SOLUTION
Rather than following the event’s existing visual direction, I explored a more contemporary creative concept that reimagined the IMAX CEO Forum through a cleaner, more refined visual language. The goal was to create a premium executive event experience that reflected IMAX’s innovation while remaining true to its cinematic heritage.
Inspired by the artistry of filmmaking, I developed a cohesive visual identity that extended across the event logo, invitations, badges, banners, presentation graphics, and supporting print and digital materials, creating a consistent experience across every attendee touchpoint
PROJECT IMPACT
Creating a more modern brand experience while staying true to IMAX
Across digital experiences and executive communications, I developed creative solutions that stayed true to IMAX’s premium brand while introducing a more modern visual direction. From customer-facing touchpoints to executive event branding, each design was created to align with the company’s cinematic heritage while delivering a polished, engaging experience across print and digital.
KEY CONTRIBUTIONS
- Designed a more personalized customer account experience that encouraged engagement.
- Created a visual system that aligned with IMAX’s premium brand while introducing a more contemporary design direction.
- Extended the creative direction across web, mobile, email, and executive event materials.
- Developed a premium event identity spanning invitations, badges, banners, presentation graphics, and supporting collateral.
- Partnered with Product, Marketing, and Executive Communications to deliver consistent brand experiences across multiple touchpoints.
PROJECT NOTE
This concept was developed as a proposed creative direction for the IMAX CEO Forum. The final event continued with an existing event identity.