Our concept was based on introducing the new brand and welcoming the audience to O2. We combined clear typography with O2's brand imagery - bubbles photographed in water - onto which we superimposed people of all ages using 3G technology. This recognised that O2's 3G offer will be aimed at all segments of society. The strapline 'welcome to O2' was the focal element of the document, with keywords such as bold, open, trusted and clear used to reinforce O2's core brand values. Type, colour and imagery worked in harmony to establish brand character and to emphasise the fact that O2's 3G licence bid centred on customer experience.
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