The Imagination Collaborative is a creative events agency. They’re all about ditching the boring and turning events into something people actually remember. They’re passionate about pushing the boundaries and crafting unique, immersive, and engaging events that leave a lasting impact. Basically, they don’t do “ordinary”.
Brand Strategy and Visual Identity.
Initially, The Imagination Collaborative needed a strong strategic foundation for their event brand identity. We saw the opportunity to inject a unique and natural voice into an industry often lacking in personality. Our approach involved diving deep into their strategy, cracking open what competitors were doing, and finding gaps. What we found were plenty of holes and a whole bunch of opportunities for impactful event branding. This involved “strategic disruption” and “breaking the rules worth breaking” to avoid “rinse-and-repeat approaches”.
We started by injecting a conversational yet inspiring voice, because well… no one else in their space had one. This then helped to establish the personality and direction for their event brand identity.
With their direction being unique, we developed a logo system with 2 circles to signify binoculars (looking through the lens). We then added patterns to give differentiation and rotated one intentionally. This is meant to symbolise the same lens but different perspectives, indicating that people can be in the same place but have individualised experiences.
Adding to that, this system allows the symbol to transform by housing different imagery, photos, graphics, etc., within it to align with the event or message they’re working on.
The colours? Polar opposite to the rest in the industry, giving them a distinct visual advantage. The black, white, fuchsia, and lime create instant associations of impact, difference, and contrast. Nothing like smacking down that “wow factor” eh? We’ve then continued this approach throughout every touchpoint of their events marketing.
The result?
A vibrant new brand that’s ready to shake up the events scene. We gave them a voice and a look that sets them apart and actually connects with people. This wasn’t just slapping on a logo; it was a total strategy overhaul.
Total time: 113 hours.
And they’re backing it up with action, because let’s be real, a brand is only as good as its execution.