London 2012 Olympic Games, venue branding, stadium, athletics


We implemented a global brand fit for broadcasting London 2012 to the world, showcasing all 192 Olympic competition, training and non-competition locations with one consistent, coherent visual look.


Never before had we experienced work on the scale of what we were tasked with delivering for the London 2012 Olympics. Our mission was to ensure a global brand fit showcasing London and the 192 Olympic competitions to the world. As the Games’ Principle Contractor for Look, Wayfinding and Signage, we were solely responsible for the look and city dressing of 32 London Boroughs and multiple communities throughout the UK, as well as the production and installation of every single element of the event look, signage and wayfinding at every sporting and non-sporting Olympic venue.

To date, the project is the largest branding campaign undertaken in the UK involving, amongst other elements, over 800 kilometres of bunting, 17,000 lamp post banners, 130 kilometres of fence scrim and 11,000 wayfinding signs.