The SSE Arena

Belfast, Northern Ireland

Exhibit Design and Alexander Boyd

Client: SSE Airtricity

Martin O'Brien, Project Management

Brendan O'Sullivan, Project Management

Richard Barnwall, Interior & 3D Design

Sean Niermeyer, Interior & 3D Design

Yvonne Keogh, Design & Brand Activation

Rosanne Lancaster, Design & Brand Activation

Rebranding the Odyssey Arena in Belfast to the SSE Arena proved to be a challenging and exciting project. Elmwood, a London-based design agency created the SSE Arena brand, a variation of the existing SSE Airtricity brand. Exhibit’s design team worked closely with SSE’s in-house designers to develop this new brand and apply it throughout the extensive venue.


The main aim of this rebrand was to create a brand experience that would resonate with fans and performers alike and would reflect all of the values of SSE. Elements of the SSE Arena brand needed to be deconstructed and re-imagined for large-scale print production. We took the rounded rectangle shapes in the logo and used them to create dynamic patterns and abstract photographic compositions. We worked on all areas of the arena from the exterior, through concourse, venue bowl and an 83 sqm lounge for VIP customers. The SSE Rewards Lounge consisted of a unique, informal space where minor graphic accents reinforced brand awareness on a subtle level.


The graphic output included large-scale exterior and interior signage, entrance banners, POS and branding for all retail units, concourse branding, venue bowl branding and extensive wayfinding. I created a series of venue maps featuring a simple map and icon set that were placed strategically around the venue.

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