Orange asked the agency to systemise the new brand approach and create an ambitious new approach to brand guideline sites that embraced the new strategy of listening and responding.

The site had to deliver the new brand story, detail how to create with the new identity and provide assets to thousands of creatives working with the brand going forward.

This work included the visual design of the site and user experience – all to be passed onto the Orange digital development partner E3 so a new approach to brand management could be created to work globally across multiple languages.

An agile approach to the work was embraced so a new site could be launched in weeks. Rather than the usual rule based PDF approach the whole site was firstly designed to go from storytelling, then to essential information needed and finally deliver the specific rules of each brand element.

This user experience was decided and then used by both the client and the agency to create the content of the site – this involved the production of videos to engage the user, visuals to show the new brand and lastly the key rules to educate and inspire.

Finally with the content created the design of the site was produced by the agency to match the new brand approach – these details were packaged up once each stage was created so the site could be developed.

A digital site was created that broke down the key brand elements and provided four levels of engagement.

1 - A video tutorial for each of the core brand elements,

2 - Three key principles

3 – Visual galleries bringing the brand to life

4 - Detailed rules, specifications and templates.

A modular structure for the site allows easy updating of rules and showcases while providing a simple interface that provided more detail as a user progressed through the site.

The videos acted as a way of explaining and engage creatives without hundreds of complex rules while the visual examples gave a clear indication of the high expectation and requirements of the brands.

More detailed rules were placed further into a user journey, giving pace to the site so that people could either review the overall approach or embrace the detail needed to create content.

The finished site not only showed the guides, provided the assets and explained the strategy but told the story of the new brand using all types of media – moving away from a rule based brand to that of one listening and responding.

Orange is one of the world’s leading telecommunications operators with sales of 39 billion euros in 2014 and 156,000 employees worldwide.

Across the global team, thousands of people use and create under the Orange brand. Creative includes major advertising campaigns right through to internal communications meaning people require the brand tools and guides to empower them to create on a multitude of outputs – Orange used to do this through a traditional approach – a large volume of traditional PDF documents detailing in exact guides the brand rules that have supported the brand for 20 years.