The musical event, which will be held at The O2 arena on 4 and 5 December, will feature performances from artists such as Kylie Minogue, Duffy and The Black Eyed Peas.
The consultancy was tasked with creating the identity by Capital FM owner Global Radio Group in September, after working with the company on several other branding projects.
Social was briefed to create an identity that would appeal to the event’s predominantly teenage target audience but would not alienate the radio station’s broader audience.
Social designer Robin Wicker says, ‘Our approach was to develop a winter wonderland theme and to create a clean environment that was open enough to house typography and clear messaging.’
The identity features a polar bear wearing headphones surrounded by a frozen Arctic landscape.
Wicker says, ‘The bear quickly became a focal point for the campaign, adding a welcome touch of humour that will ultimately come to life through a series of animation sequences to introduce each act.’
The identity will be seen on the event’s website, promotional material, on-site banners, programmes, invitations and tickets.