Concept two consists of identity & promotional materials. The identity design is based up the music events held at the Arena whilst also linking in with the shape and seating structure, with the dots leading to an image of the capacity and the perspective in which the seats are held within the venue.

Promotional tickets, posters, events guide and brand guidelines were produced for the design, all of which are based around the identity and forming this image.

For example the banners are made of a material that if viewed from the correct angle, the dots link together to reform the brand identity.

This continues right through the media with the booklets producing the brand, the poster folding down to do so and the tickets straying from the usual tear off edges, to staff at the Arena having punches of the identity shape to punch used tickets.