ABOUT

To O2, the importance of including music and sound as part of its brand expression has always been clear. And in 2019 the brand decided to step things up, by working with us to define its sound. We created a bespoke sonic identity that could reinforce its values and transcend any music genre.

Concept: Using breath as the core element, we reimagined the human breath in sound and music for O2. With oxygen at the root of O2’s identity, this concept served both the brand's identity and purpose of O2 helping you 'feel more alive' as well as answered to the broad and vast touchpoint needs of the O2 brand.

Execution: For a brand that speaks to such a wide demographic, catering to every aspect of their customer journey was paramount. This resulted in a highly adaptive sonic experience that includes a distinctive and adaptive sonic logo born from oxygen itself. This was a solid starting point to build O2’s holistic sonic identity, strengthened by a long-form piece of music with O2 melodies and chord progressions and a range of innovative adaptations including in store branded transition sounds, a Twickenham Stadium Kick off and Try Sound as well as branded sounds for The O2 venue itself.

Results: ’The Sound of O2’ surpasses what is known as traditional sonic branding by entering into a new era of sonic experience, and has received many awards and accolades, including a Transform Audio Branding award and a D&AD award for audio branding design.