A World Closer
IMI Media 2
Purpose
- Transforming organisations
- Building brands
- Creating journeys
What we did
- Brand strategy
- Brand architecture
- Naming
- Visual identity
- Verbal identity
- Experience
- Wayfinding
- Digital
- Campaign
Collaborators
- Universal Design Studio
- Field.IO
IMI is a global media powerhouse leading the market in news, knowledge, and factual entertainment through pioneering storytelling. Established in 2018 and quietly accelerating in its early years, the business has rapidly expanded across 19 countries. We were invited to orchestrate a major organisational pivot, unifying multiple brands and cultures into a single master brand. This marked a shift for IMI from a background operator to a public-facing brand designed to build and channel equity across all its assets. The transformation is anchored by a state-of-the-art, AI-empowered headquarters designed to galvanise IMI’s next chapter.
Media as a force for good
Media is and always has been a powerful instrument for shaping how people think and feel. Clear from the beginning was IMI’s firm belief that media is a way to unite, not divide. Our positioning A World Closer is rooted in IMI’s vision of a world where people are more connected to one another, where the gaps between us have closed in. A world with greater understanding and more empathy across borders, cultures and viewpoints. A place where you are brought closer to your own world and the and the stories, ideas and people you care about.
Unifying through difference / Unity by design
Given the ever expanding breadth and depth of the portfolio, it was critical that the brand bring everything together - channeling all the creativity, strengths and subcultures across the business into a singular entity. Guided by brand values of intelligence, innovation and inclusion, we worked in close partnership with the leadership team and subdivision heads to ensure the organisational structure of the business reflected this. A new structure was created with clear brand pillars and an actionable brand architecture framework, to integrate any future acquisitions.
Step inside a world closer
For IMI’s new headquarters, journalism is reimagined as an immersive, living system where information becomes architecture and news becomes experience. Created in collaboration with Universal Design Studio and Field.IO, the move into a state-of-the-art headquarters translates the brand vision A World Closer into environments that foster connection, understanding and empathy. Visitors enter through the Welcome Gallery, where two installations, the gesture-controlled AI Global News Lens and the evolving News-Painted Earthscapes, transform IMI’s real-time data into emotive, interactive landscapes that reveal hidden global narratives and provide the overview effect, making distant places feel intimately connected. Across seven floors designed to nurture collaboration and elevate IMI as an iconic media destination, the space unifies diverse brands under one umbrella, creating a tangible world woven from the different threads of culture, geography and time.
