Overview /
The strategic objective of EMPIRE Live was to transition the world’s leading cinema magazine from a media brand into an immersive, large-scale physical experience at The O2.
This required a deep understanding of the "film fan" mental model, translating editorial authority into a navigable three-day weekend that integrated the people, craft, and culture of cinema.
The challenge lay in maintaining the brand's unique personality while engineering a high-utility environment that functioned across complex sponsorship requirements, venue constraints, and a high-density programme of premieres and live events.
Role /
Creative and design lead for the end-to-end event brand system and 360° campaign rollout. Responsible for the engineering of a cohesive visual identity and communication framework across print, digital, and environmental graphics.
Oversight included the seamless integration of headline sponsor American Airlines, ensuring commercial visibility was maintained without diluting the core editorial voice.
Brief /
The conversion of EMPIRE into a large-scale, live entertainment ecosystem. The framework needed to establish absolute credibility with a passionate audience while providing a clear, navigable structure for dozens of simultaneous screenings, talks, and workshops.
The identity required scalability to support high-profile commercial partnerships, extensive on-site branding, and cross-channel promotion across social, digital, and experiential activations.
