O2
Father worked closely with Design Bridge and Partners and O2 to develop a sonic identity and sound strategy. O2 exists across physical, digital and live spaces, with so many touchpoints, sound was often used differently across each, so the brand needed one consistent voice and a tonal space it could own.
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.
Back in our own studios, we shaped this palette into a sonic system. O2 doesn’t operate at one volume. Sometimes it needs to be calm, sometimes focused, excited or optimistic. The brand track is built in four sections, one for each emotional state. Each can flex across different touchpoints while remaining recognisably O2. The calm section, for example, is the foundation for in-store audio. Every part was designed to be used.
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 built a strategic foundation for how O2 uses sound in store, online, at live events, in advertising and beyond. The sounds are already being used across campaigns and events. The outcome is a voice for O2, breathing life into culture, connection and every experience.
Example 1
