IMAX is located at Melbourne Museum and is home to the world’s second largest cinema screen! With its revolutionary laser projection technology, IMAX offers movie-goers the most immersive cinematic experience possible. Clear worked on the IMAX Melbourne rebrand back in 2009 when they were looking to differentiate themselves from the many multiplex 3D offerings within the market. Fast forward to 2015 with a transition to full digital projection, enhanced sound and a cinema refurbishment, a new branding system was developed to boldly reflect these improvements. Clear’s strategic approach was audience–led with new branding applied to screen projections, EDMs, stationery, ticketing, membership collateral, flyers, social media and onsite signage along with a systemised approach for film campaigns for mainstream IMAX titles.