After spending time with their team headquartered in Bolton, we fell in love with their infectious energy and dedication. More than just a cheeky acronym, we defined the idea ‘Always On’ to power every aspect of the brand.
We gave the iconic smile a facelift, and developed a simple graphic system that works in both 2D and 3D. It’s all designed for flexing across the entire customer experience — from digital to advertising, uniforms to vans, printed matter to 3D product sets. To fully capture AO’s distinctive warmth through every touchpoint, we worked with Foundry F37 to craft a bespoke typeface full of ‘friendly’ ligatures and glyphs.
In the year of launch, AO.com saw a traffic increase of 83%. Since then, AO has gained over 5 million new customers, and recycled nearly 6 million products.
DesignStudio
Campbell Butler
Pamm Hong
Michel Sfeir
Lexie Vryoni
Vitor Cervi
Daniel Rous
Tom Bennett
F37 Foundry
Year
2020-21
It’s Nice That
Design Week
Awards
Transform Awards 2021 — Silver