Score
The Brand Identity – Home of the Greatest in Brand
The creation of a brand identity for immersive experiences, such as The Cortège, highlights the importance of translating sensory and emotional experiences into visual and verbal identities. This approach emphasizes the need for brands to evoke feelings and connections that resonate deeply with their audience, making it crucial for brand strategy to focus on experiential elements that enhance engagement and presence.
Source: A funeral without a body. A procession without words. A theatrical experience designed to help audiences grieve something they may not even realise they’ve lost. The Cortège unfolds at dusk across the Los Angeles landscape, inviting participants into a wordless journey through movement, costume, puppetry and spectacle.
For Montreal-based Baillat Studio, the challenge was translating something so fundamentally physical and ephemeral – an experience rooted in collective presence and sensory immersion – into an identity that could carry the same atmospheric weight.
The article discusses a significant trend in brand strategy focusing on experiential elements, which is increasingly important in today's market, making it highly relevant and impactful for brand professionals.