Case Study: AO Arena achieves cohesive premium rebranding with 20.20 Limited

AO Arena rebrands with 20.20 Limited in £50m renovation

20.20 Limited was hired by AO Arena to deliver a cohesive brand experience as part of its £50 million renovation. The challenge was to unify diverse elements including entrances, wayfinding, signage, concourses, VIP areas, and dressing rooms under a single, streamlined brand execution to improve navigation and elevate the overall guest experience.

The solution from 20.20 involved a thorough site audit to map all brand communications, leading to a new hierarchy and set of design principles. They expanded the brand's iconography for clarity, created a full content strategy pairing emotive language with rational wayfinding, and upgraded premium spaces like VIP entrances and artist dressing rooms. The results were intuitive navigation, a more premium feel throughout the venue, and the creation of resonant, narrative-driven spaces that connect artists and guests to the venue's iconic history.

AO Arena