Up at The O2

Creative Refresh

We were briefed by the Up at The O2 team to refresh the brand experience for 2020, updating the existing theme that had been in place for the past 8 years. I was actually lead Designer on the project the first time around, so it was a privilege to lead the new update this time around.

Working alongside creative copywriter Jo Ring and all-round designer, illustrator and long time collaborator Jim Wright we developed a creative concept around 'Discover something different'. Loosely translated it allowed us to showcase the experience in unexpected ways, using super graphics and typography to engage with the visitors, before and after their climb.

We worked from creative concept through to full design, production and installation.

Book a climb (soon) →

What we did
Brand Identity
Creative Direction
Design & Art Direction
Project Management


Selected Works

SEMPERVIREN EPArt Direction, Creative Direction, Sleeve Design

The DropArt Direction, Branding, Identity

Resonance - BrandingArt Direction, Creative Direction, Music Design

MONOLITH EPArt Direction, Creative Direction, Sleeve Design

Future Engineers - BrandingArt Direction, Creative Direction, Music Design

Feel Better, Live MoreBranding, Identity

DatahaiBrand Identity

O2 War Child Brits WeekArt Direction, Creative Direction, Design

The O2 Destination CampaignArt Direction, Creative Direction, 3D

Can We Just AskBrand Identity

Genuwine ImportsArt Direction, Brand Identity, Creative Direction

VinterestBrand Identity

Above Sea LevelArt Direction, Creative Direction, Design

Cube HausArt Direction, Creative Direction, Design

Under The SkinBrand Identity

Mint & CoBrand Identity

O2 Silver Clef AwardsBrand Identity

ALMA HERMOSA EPArt Direction, Creative Direction, Sleeve Design

7788 ARTArt Direction, Creative Direction, Photography

Visions - Looking Good RecordsSleeve Design, Music Design

Makoto - Human ElementsSleeve Design, Music Design

Good Looking Records 12" SleevesSleeve Design, Music Design

Good Looking Records EP SleevesSleeve Design, Music Design

Grimm TalesArt Direction, Branding, Identity

Grimm Tales IIArt Direction, Branding, Identity


Gareth Paul Jones Studio is an independent multidisciplinary Design Studio based in London, that creates well thought, beautiful design solutions.

2nd Floor, Main Yard Studios, 

90 Wallis Road
 E9 5LN
Enquiries →

© 2020 Gareth Paul Jones Studio Ltd.