O2 is to hand the branding and interiors work resulting from its tie-up with Academy Music Group, announced last week, to its incumbent creative group VCCP without a pitch.
Though the direction of the project is still in discussion, VCCP is expected to create a new brand identity for AMG’s 11 UK venues, which will each be renamed O2 Academy, as a result of the £4.5m annual sponsorship deal. The venues were formerly sponsored by brewer Carling.
The tie-up, which will give O2 customers privileged access to services at the venues, will see the creation of special O2 areas, also to be designed by VCCP. Lambie-Nairn will act as brand guardian, ensuring that all creative work meets O2 brand guidelines.
A spokesman for O2 says, ‘[The branding and interior elements of the project] are still largely being determined. Each of the Academy venues is very different, so we have been visiting each venue to ascertain its requirements.’
‘Plans for signage, branding and promotional material are being developed and will then be agreed with Live Nation and the Academy Music Group. VCCP will take on a lead creative role,’ he adds.
No one from AMG was available for comment at the time of going to press.
The project, which also incorporates the development of a service that allows customers to buy tickets using their phones, is being overseen by the O2 UK brand team, under head of sponsorship Mark Stevenson. He reports into head of brand Shadi Halliwell.