How 'Orange' is a cup of coffee? This was one of the first questions we were asked to ponder as we began The Orange Studio project, a pilot which was to become a showcase for Orange's sophisticated use of technology. The Orange Studio was a multi-level, multi-functional space centred around users and wireless technology including a café, shop, meeting and training rooms and a bar — kind of Regus meets Starbucks via the Apple store.

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Our brief was to position, brand and communicate these complex offers whilst remaining firmly 'on brand' — something which Orange valued above everything (quite rightly). All within a tight 6 month timeframe as the building was being fitted out.


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The language of icons we developed was designed to be incredibly flexible within the Orange brand identity. It allowed us to communicate everything from delicious coffee & mail shots to screenings of the classic silent film 'Ben Hur'

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The solution was centred on our core proposition, 'Choose the way you want to communicate'. Visually, this was supported by a language of Orange Studio icons which, applied with The Orange brand colours, extended to marketing, advertising, web and building graphics — even the coffee cups looked 'Orange'.

The project was awarded one of the best identities of the year by D&AD, our professional body.

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