Even industry innovators have to work to stay top of mind in today’s "Netflix-and-chill" culture. As part of a complete brand overhaul that sparked the “Imax Films to the Fullest” campaign, we incorporated qualitative research findings with cultural trends to carve out a new direction for IMAX via a revised branding framework. IMAX went on to sign its first-ever virtual reality content deal with Warner Bros. and build 166 new theaters in a year, ensuring its relevance for today's audience.