O2 bubbles into life with a new approach to corporate identity
Back in 2002, the newly put-together O2 needed a unified brand that could communicate with all audiences. Our research uncovered this crucial insight “my mobile phone is as essential to me as my house keys and my wallet - I wouldn’t leave home without it.”
This lead to the brand thought ‘Essential for life’, from which we created the brand name and identity. The ubiquitous bubbles on a blue background became O2’s signature. This meant O2 didn’t have to rely on a logo to identify the brand and it allowed the company to get the same advertising awareness as its main competitors, but with less than a third of their advertising budget. Telefonica bought the O2 brand three years after launch for £18 billon, compared to a pre-branding value of £2 billion.
