Immersive International sits at the convergence of entertainment, gaming, AI, theme parks, film, and extended reality. As the studio expanded globally, its brand required a facelift that modernised its identity while preserving the legacy of the original iconic mark created by founder John Munro. The forward-leaning architectural form — interpreted as a portal — directly references Immersive’s experiential and spatial beginnings. The process began with an in-depth exploration of the brand’s history, values, and ambitions. Working closely with the managing director, founder, and wider team, the objectives were defined, aligning heritage with a vision for the future. Competitor benchmarking, market analysis, and audience insights revealed opportunities for refinement, while mood boards and visual research established the creative foundation for the refresh. Rather than pursuing a full rebrand, the focus was on evolution. John’s iconic logomark was retained and refined, paired with a new typeface that improved clarity and strengthened presence. This facelift balanced tradition with innovation, ensuring continuity while reflecting the studio’s evolution into Immersive International. Beyond the logo, a comprehensive brand system was developed to unify the identity. A distinctive iconography expanded the visual language, while a streamlined presentation deck structure created consistency across submissions and client-facing materials. Together, these elements established a flexible framework that amplifies Immersive International’s voice across every platform. The result is a refreshed identity and brand system that strengthens the studio’s presence, unifies communications, and help position Immersive International at the forefront of creativity, technology, and immersive experiences.