Skip to main content

Case Study

Building a Brand
That Lives in the Now

IMA is a private members’ lounge in Culver City, designed for creatives, entrepreneurs, and individuals who build culture, not just consume it. The name ima is rooted in the Japanese word for “now,” a fitting representation of a brand built around presence, creativity, and community. It also means “living room,” a nod to the casual elegance and personal energy that defines the space.

Agency 689 was brought in from the start to build the brand from the ground up. We led the naming process, designed the logo, and developed the entire visual identity. The logo features the Japanese kanji character for “now,” which serves as the foundation for helping our members live in the present moment.

  • Client
    ima – members lounge
  • Project
    The World’s Most Adventurous Guitars Campaign
  • Deliverables
    Tagline, Strategy, Print Campaign, NAMM Show.

The Peeps

To give the brand a personality, we created the PEEPS—a crew of illustrated and animated characters that appear across signage, digital platforms, and print pieces. From directional signage to ad campaigns, the PEEPS help define spaces, mark events, and inject personality into the club’s daily rhythm. They became more than icons—they became part of ima’s voice.

The Peeps are on a Roll!
ima-a-frame

The Way

We designed a comprehensive wayfinding system and outdoor signage program that uses tone, design, and color to subtly reinforce the brand. The signage makes the space feel easy to navigate without ever feeling corporate or cold. Every piece serves a purpose while staying visually distinct.
ima - street - view
ima-door-view
ima - back -sign
ima - wayfinding

The Creative

Our creative work extended into a suite of digital campaigns, including animated social content, targeted display ads, and creative launches for new club offerings. We created rotating banners and custom digital placements that strike a balance between personality and clarity, concluding with the club’s call to action: Belong Now.

The Gear

We also developed original merchandise and wearables as part of brand refresh efforts inside the space. Every item—from printed apparel to branded print materials—was designed to feel cohesive, desirable, and unmistakably ima.
wearables
Chucks

The Conclusion

This project brought together some of our favorite collaborators, allowed us to experiment with emerging technology, and produced work we’re immensely proud of. More than just a campaign, it’s a testament to the power of bold ideas, creative problem-solving, and the magic that happens when music and visuals harmonize.
Stay tuned—the adventure is just beginning.

There’s more where that came from.

View Work

The Sky Lodge

Previous ↤

All Work

↥
View Work

XBOX

Next ↦