o2 Brand Refresh- Digital Bubbles
The well-loved O2 brand had not evolved for over a decade. To enable the new strategy for digital-centric experiences and a whole new marketplace, the brand was refreshed.
To ensure a digital-first approach was adopted, I led the strategic thinking on how core brand assets should be utilized in an automated, personalized, digital world. Traditionally, the brand has relied on beautiful, photorealistic CGI bubbles to depict oxygen. Although recognizable and much loved, these assets required large imagery and often video to truly shine.
Part of my rebrand approach was to alter the bubble aesthetics, making them simpler, and more stylized, allowing them to be rendered in digital environments in real time. This enabled the creation of interactive, JavaScript code-generated bubbles in apps, websites, and digital media. To make these assets accessible for all creatives and agencies, I commissioned a web-based tool called the O2 Bubble Factory. This tool could output images, videos, and, most importantly, code that could be embedded directly into applications. These new bubbles are now the 'master asset' for use by the o2 Brand globally.
Variable Font
Another critical step was to update the brand font from Frutiger. There were many bloated font weights contributing to slow site performance. I comissioned a new variable variant of the OnAir font and worked with the brand team to adopt this as the new brand font, reducing 6 font files down to one lean, light version.
O2 Bubble Factory
The new simpler bubbles were combined with a new updated accessible core colour named 'Beyond Blue' with a more vibrant and sizzling look.