Simon Borg

  • Associate Principal
  • London

As a designer Simon is passionate about exploring the relationship between environmental graphics and branding, and its influence on the customer experience within the built environment. Over the past 15 years Simon has worked for several multidisciplinary creative agencies in both Melbourne and London, where he has developed wayfinding signage programs for cultural and entertainment venues in Australia through to branded environments and rights activation programs for stadia and arenas in Europe and the Middle East. Simon is currently creative director of Populous Activate.

Simon was lead designer on the first major commission undertaken by Populous Activate, the brand activation of the O₂ Arena in London. This involved working firstly with the venue’s owner, AEG, to secure a naming rights deal by developing a portfolio of branding opportunities for the venue to facilitate commercial sponsorship negotiations, then working directly with the naming rights partner O₂ to design and deliver the brand activation of the venue. The scope of the work included all O₂ customer spaces, ranging from wayfinding signage and concession branding through to interior fit-out of all branded hospitality spaces. Since then, Simon has successfully delivered a number of other major projects, including the London 2012 Olympic Games multi-venue wayfinding, and the Cadbury’s London 2012 Olympics brand activation. Simon also led the development of fan engagement programs for the Premier League and the naming rights activation for Olympique Lyonnais in France.

Simon is currently working on various design and experience aspects of the new Tottenham Hotspur Stadium, a 61,000-capacity stadium currently under construction in North London.

As a designer Simon is passionate about exploring the relationship between environmental graphics and branding, and its influence on the customer experience within the built environment. Over the past 15 years Simon has worked for several multidisciplinary creative agencies in both Melbourne and London, where he has developed wayfinding signage programs for cultural and entertainment venues in Australia through to branded environments and rights activation programs for stadia and arenas in Europe and the Middle East. Simon is currently creative director of Populous Activate.

Simon was lead designer on the first major commission undertaken by Populous Activate, the brand activation Read More »

Work

Posts

No Logo? No Problem

In 2006, the mayor of São Paulo mayor banned the use of outdoor advertising, including billboards and transit. Initially, the business community was alarmed,…