The O2

The Wow Factor

Right from the beginning Lambie-Nairn was involved in the negotiations with AEG to ensure naming rights for O2. We were also tasked with developing brand strategy, brand identity and guidelines.

O2 wanted us to create a world-class brand experience that integrates ‘O2-ness’ without just being a badging exercise.

However, the Dome was a venue with negative connotations. We also had to adjust to collaborating with agencies and architects who had been appointed by AEG rather than O2.

We developed The O2 toolkit in 2004 and our identity launched with the venue in 2007. In 2009 we were called on to refresh The O2 toolkit to develop the visual property and photography.

By 2010 The O2 was the world’s most popular venue for the fourth consecutive year. However, its partners’ sponsorships were devaluing the experience through inconsistent communications. We developed a clear system for promoters and venue communications, which created clarity throughout The O2’s partnerships.

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