Challenge
We worked with Wolff Olins London to explore and develop the branding for London 2012 Olympics. Starting with logo development, through to bringing the brand into the digital realm. The brand had to exude the energy of sport, with a unique spirit - intentionally unique from previous Olympic branding.


Process
We developed a dynamic kit of shapes and patterns to form the brand identity, which visualise the olympic energy across a range of human activities. From marathons to art galleries, from coaching to grand finals.


Development
We directed a team of animators, photographers, stage designers and sound designers to create the launch event. The realtime graphics followed the action on the stage, with LED lighting synchronised to the central video content.


Delivery
The project had 3 stages; The development of the winning pitch to London 2012; The direction and production of the brand launch to the world's press including LED stage content and lighting, brand reveal film and sound design; The direction of animated branding for co-sponsors including Adidas


Results
The video branding added significant value to the static 2012 mark, suggesting the captured energy wherever it is shown. The launch made a predictably controversial impact worldwide, and is still debated enthusiasm to this day.