Orange Global Brand Guidelines

Challenge

As with many established brands, Orange has recently evolved. Our challenge was to implement their new brand identity on a global scale, using digital. Having nurtured the previous incarnation of the brand guidelines for 20 years there was a distinct possibility that the new guidelines would be misinterpreted. The solution needed to be much more than a traditional brand book, bringing the new brand to life; not just delivering the guidelines but letting them experience the brand in an exciting, engaging and interactive way.

Orange Global Brand Guidelines from e3 on Vimeo.

Solution

We created a secure digital portal that did just that. Using card-based design we created a fully responsive online brand experience that was simultaneously accessible across their global territories, in three languages. 
This enabled employees all over the world to access a consistent, engaging and user-friendly experience, wherever and whenever.

Results

Early understanding and take-up of the brand has been higher than anticipated and the users love it. Average dwell time is 9 minutes per session, exceeding initial targets of 7 minutes by nearly 29%. It’s now accessed by over 10,000 Orange employees and 3rd party agencies across 29 countries and 220 territories.
The new site has saved significant time and investment, by reducing the need for the core brand team to travel to each territory to implement the new guidelines, and by distributing a growing database of assets and templates through a single access point.

Early understanding and take-up of the brand has been higher than anticipated and the users love it. Average dwell time is 9 minutes per session, exceeding initial targets of 7 minutes by nearly 29%. It's now accessed by over 10,000 Orange employees and 3rd party agencies across 29 countries and 220 territories.


The new site has saved significant time and investment, by reducing the need for the core brand team to travel to each territory to implement the new guidelines, and by distributing a growing database of assets and templates through a single access point. 


In addition to the great internal results, it’s reached wider acclaim picking up internationally recognised awards including: BIMA’s Best Internal Communications and a nomination for Best Internal Communications at the Content Marketing Awards.