O₂

Connectivity sits at the heart of O₂, so we started with the most human expression of all: the breath.

Working with a breath and vocal expert, we recorded individual and collective breaths from a diverse range of vocalists in world-leading studios. We wanted to understand how something so instinctive could carry so much emotion and connection. We then took those recordings to a studio dedicated entirely to analogue synthesis. Using a wide range of hardware, we translated breath into textures and tones that held its rhythm, depth and emotion. We also recorded many layers of sound to feed into the brand track and the wider identity.

From this palette, we developed a flexible sonic system designed to reflect the different ways O₂ shows up in the world. Built around four distinct emotional states – calm, focused, energetic and optimistic – the brand track allows the identity to adapt to its context while remaining unmistakably O₂. Each section has a clear role, from creating a sense of calm in retail environments to bringing greater energy to moments of excitement and connection at O2 venues.

At the heart of the identity is the sonic logo. It combines the original breath recordings with layers from the brand track, processed through granulation, with subtle punctuations that give it presence.

Alongside the assets, we developed a strategic framework to guide how sound is used across the O₂ brand experience, from advertising and digital platforms to retail, live events and beyond.

Together, these elements create a distinctive sound world for O₂, shaping how millions of people experience the brand across the entire customer journey worldwide.