Tangent’s ‘Look of Games’ creative strategy was used to dress multiple cities and towns throughout Scotland. Applications included street dressing, 3D installations, large format ‘super graphics’ and several ‘spectaculars’ that communicated the spirit of the Games and the character of the proud host city. 1.5 billion TV viewers, one million ticket holders, 6,500 athletes and 0.75 million city visitors experienced the ‘Look of Games’ branding.