The O2
From the moment AEG took over the empty Millennium Dome site in Greenwich, it became clear that all communication about the planned venue should focus on the scale and breadth of entertainment available, day or night, rain or shine, in such an iconic building. From the subtle manipulation of the contrasting scales of type in The O2's logo, to the development of an announcement campaign slogan promising "a world of entertainment under one roof", we created a consistent style for trade and consumer brand advertising that echoed the simplicity of the sponsor's own brand style. The result created real differentiation for the destination against any other similar venue in the market, anywhere in the world.