MassiveMusic crafted a distinctive brand sound for O2 using the textures and nuances of the human breath. By developing a highly adaptive sonic brand, the studio ensured that O2 could improve brand recall and continue to differentiate across the telco landscape. The sonic brand officially launched on TV, radio and via online content in March 2020 and was rolled out during iconic moments at Twickenham Stadium, The O2 Arena and within O2's Priority app.