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New Blood
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The backstory Who are we talking to?

IMAX delivers a movie experience like no other. IMAX is a global company, with over 1,600+
From heart-pounding audio that combines theatres in 85+ countries and territories,
pitch perfect tuning with endless sweet spots so your response should speak to a global
around the theatre and pin point accuracy, to audience.
awe inspiring images projected on to the biggest
screens with unparalleled brightness and clarity, Things to think about
IMAX provides movie magic every time the lights Keep it in the family
go down. This is about creating a brand identity
And now there’s even more than just Hollywood structure under an existing brand. Whatever
blockbusters for audiences to discover. IMAX you design and create needs to feel like
has four incredible product experience offerings a natural fit under the IMAX umbrella. For
that they want more people to discover: example, when creating an ident, are there
natural parts of the IMAX experience (like the
Brief set by IMAX 70mm Projection - Select IMAX theatres countdown) that might be reworked into your
IMAX offer the IMAX Experience featuring 15 new concept?
perf/70mm film projection which combines the
brightest, clearest images at 10x the resolution Stay adaptable
of standard projection formats. To create this Unlike some traditional brand identities,
experience, the film must be shot using IMAX’s IMAX branding needs to work across a huge
65mm film cameras. variety of work that may not necessarily
exist in standard brand colours and spaces.
IMAX Documentaries in IMAX take you to For example, how could your identity work
places you’ve never been: from the deepest on both a Taylor Swift concert and an NHL
trench all the way to outer space. All enveloped game?
Create a design in the immersive quality of the IMAX Experience
to overwhelm your senses. Consider growth
system that IMAX Live is an ultra-immersive experience
As wide an offering as this is already, these
are products that have the opportunity
distinguishes new to see live events in a big movie theatre. From
specially filmed concerts, through to live Q&As
to grow and expand, and there may be
new products on the horizon for IMAX too.
IMAX experiences around the world with your favourite stars, to
sporting events, to comedy shows. IMAX Live
Think about how your brand identity will be

and products provides an exciting opportunity for you to

able to adapt and change as the products
themselves do.
experience events in a brand new way.
Things to avoid
IMAX Enhanced offers the most immersive Your response must not reference any
viewing experience outside of a theatre. It intellectual property (IP, eg. franchises
brings together best-in-class certified devices, such as Marvel and Star Wars or artists
remastered content and elevated streaming. themselves) or the likenesses of IMAX
The problem? People aren’t aware of these wide directors (such as showing them on set or an
offerings from IMAX, and they lack their own animated likeness).
distinct identity to showcase their individuality.
The important stuff
And that’s where you come in.
Your response must include:
What’s the challenge? An explanation of your overarching concept and
Develop a brand design system to distinguish why it would work for IMAX and their audiences.
new IMAX products and experiences as unique Your new logos
offerings under the IMAX umbrella. An ident that will be featured at the start of
You’ll need to create a brand new look and feel each experience
for both products that can live within the wider A landing page mock-up that showcases how
IMAX identity, but can also be manipulated and the identity would work online
expressed in a variety of ways to fit the huge At least 2 examples of how the brand identity
variety of work that these products have to offer. would work on other platforms such as posters
Deadline You’ll need to think about the whole brand and social posts.
journey, from the logo to the landing page to
20 March 2024, 5pm GMT
the in-theatre ident. You also have the freedom
to redevelop the product names if you feel this
would support your idea.

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• New Blood Awards 2024 •
 D&AD
New Blood
Awards

What and how to submit

Read Preparing your entries before you get
started for full format guidelines.
Main (essential):
Either a presentation video (max. 2 min) OR
JPEG slides (max. 8), showing your solution.
Optional (judges may view this if they wish):
Interactive work (websites, apps, etc); if your
main piece is JPEGs, you can also submit video
(max. 1 min total); if your main piece is video,
you can also submit JPEGs (max. 4).

Brief set by Further information

IMAX What is IMAX?
youtube.com/watch?v=B_UvdLYSk7Q
Additional IMAX supporting documents including:
Logo Guidelines
IMAX Logos
Brand Pyramid
Audience Insights
spaces.hightail.com/space/SIDOqgH7fV

Create a design
system that
distinguishes new
IMAX experiences
and products

Deadline
20 March 2024, 5pm GMT

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• New Blood Awards 2024 •