The Orange mobile brand, known for its association with film
through its Bafta and Orange Wednesdays partnership,
had no heritage in the TV market.
The ambition for Orange was to launch an on demand TV service
as part of its offering.
To establish Orange as a digital TV brand.
To dramatise the values and personality of the existing mobile brand.
We created an iconic property for the brand, a stage
that could be populated with characters allowing the brand
to live and breathe.The characters acted as guides to navigate,
inform and entertain the audience through the service.
“I worked with Paula and Tim on a TV Identity project
for Orange UK and must say it was an absolute joy.
From the pitch to the finished work, every step was both
productive and enjoyable.
It was clear from day one that they wanted to really understand
the brand and what we wanted in order to give us a result
that wasn’t just good, but also spot on for us.
They were full of great ideas and very willing to listen
to creative ideas thrown in from our side too.
Not in the annoying client-interfering-with-creative sense,
but in a very open and collaborative way that led to superb
results and a lot of fun along the way.
In fact, I still consider this to be one of, if not THE,
best pieces of work I’ve been involved with in 10 years at Orange.”
Head of Creative and Brand Identity
Red Bee Media