When Anschutz Entertainment Group Europe (AEG) bought the former millennium dome, they took on not only a reconstruction and operational challenge, but the need to completely change business and public perceptions in order to fill it with great entertainment offers and large numbers of visitors. Thinkfarm worked from the early days of the project, helping AEG to develop brand positioning and communications strategy, including the support of negotiations with sponsors such as O2, whose name has been attached to the venue more successfully and quickly than anybody anticipated. We developed a range of core pieces of imagery and copy as well as brochures, a website and exhibition material in the main sales suite to unpack the vision to trade and later on, public audiences – encapsulated in the copy line ‘A world of entertainment under one roof’.