A person in blue clothing walking past a billboard in an indoor setting, with the billboard displaying messages of thanks to carers and various badges and pins.

O2 Concerts For Carers

Designing a visual identity to support a nationwide initiative giving NHS workers access to live events during COVID-19.

Background

Concerts for Carers was launched as a response to the COVID-19 pandemic, offering free tickets to NHS staff and frontline workers as a gesture of appreciation.

The initiative quickly gained national attention, partnering with major venues and artists across the UK. The visual identity needed to reflect both the emotional weight of the moment and the uplifting nature of live events returning.

A large crowd at a concert with bright stage lights. Overlay text says 'Concerts for Carers' and 'Together with O2'.
Store entrance with digital O2 sign above, yellow-framed digital screens on sides showing 'Thanks to carers like you' message, robot figure, and social distancing markers on floor.

Create a visual system that:

  • Communicates gratitude and positivity without feeling overly sentimental

  • Works across a wide range of venues, formats and partners

  • Balances clarity of information with emotional resonance

  • Can be deployed quickly and consistently at scale

The campaign needed to feel unified, while remaining flexible enough to adapt to different contexts.

The Challenge

Various different versions of the design created in Photoshop

The Approach

I developed a clean, accessible visual language built around:

  • Bold typography for clarity and impact

  • High-contrast colour to ensure visibility across digital and physical spaces

  • Flexible layouts that could scale across social, signage and event environments

The focus was on immediacy and recognition — creating something that could be understood instantly, even in busy or high-pressure settings.

Design decisions prioritised:

  • Legibility at distance

  • Consistency across multiple touchpoints

  • A tone that felt supportive, optimistic
    and direct

Modern building with black and white decorative exterior, digital billboard displaying an advertisement about appreciation for caregivers, and a blue sky with some clouds. People are sitting and walking in the open area in front of the building.
Computer screen displaying graphics and stickers on blue background, with a person's hand using a stylus in the foreground.

Outcome

The creative was rolled out across a wide range of applications, supporting a national campaign that connected NHS workers with live events during a critical time.

The work helped create a recognisable and cohesive identity across multiple venues and communications, reinforcing the initiative’s message of appreciation and support.

This project highlighted the importance of clarity and restraint when designing for real-world impact.

Rather than overcomplicating the visual language, the focus was on creating something direct, adaptable and meaningful — ensuring the message remained front and centre across every touchpoint.