Refreshing an iconic identity

As Orange approached its 20th anniversary we embarked on a global brand evolution project, redefining our strategy and identity for the years ahead. I was in the lead team, from brand agency selection, through to creative direction of the identity evolution. A new identity system was developed to directly support a more customer focused brand strategy and make communications more tailored to their essential needs.

Bringing guidelines to life

Rolling out a new brand identity system means new guidelines. To make them more accessible, engaging and updatable than the typical 100 page PDF document, I proposed and led the development of an online site for our new core guidelines.

The site is enormously popular amongst users and won a BIMA for Best Internal Communications Tool.

Making a brand shine

Sponsorship is typically about visibility, but making your brand stand out isn't just about slapping a big logo on everything. In some cases, it's not even allowed. Getting creative can make things much more engaging for your audiences and deliver a more powerful experience, as you can see from some of these examples I've worked on. 

Stand out stands

The aim in busy exhibition centres is to use your brand to stand out in a crowd and attract visitors. I always ask about the audience and the intention for each event, which helps in creating relevant designs that go beyond badging and help give the stand some personality and warmth. If it's inviting, people will come.

Whether developing briefs and shooting bespoke brand images or curating stock shots to manage costs, I've managed numerous photo banks over the years.

Creating useful tools for all

Telling new employees all about the brand they've come to work for, and reminding existing ones of how important it is, needs an engaging story that can be adapted to audiences big and small, wherever they are.

Tone of voice workshops have helped our teams around the world understand the essence of how our brand speaks, regardless of location.

Livening up the workplace

Adding your brand's personality to an office space can really cheer up and environement and make staff feel closer to the brand they're a part of, as well as giving them a more fun space to work in day to day. From brief, to image themes and concepts, planning and project management, I led this one from start to finish.

The installation took place over a single weekend, so our team's left the old, tired office on a Friday and arrived on Monday to a completely revived space.