Orange

1

Orange

Orange is the mobile, broadband and multiplay brand of the France Telecom Group searching for

fast growth within the Dutch Market.

2

3

Brand Environment Design

Brand Environment Design ensures that all brand items originate from the core values of the organisation. Every item

produced is an outcome of this process.

4

Initiate

WHY ?

Orange wanted a consistent brand image through all communication items. These included retail stores, an online

store, promotional material, internal communication items and a flagship store.

1. Project : Flagship Store Discipline : Interior

2. Project : Point of Sale Materials Discipline : Graphic Design

3. Project : Online Store Discipline : Multimedia

4. Project : Info Box & Quest for passion Discipline : Events

5

6

Research

1. Flagship Store Interior

Because the mobile phone market is becoming increasingly more saturated, Orange has been searching for new ways to

sell their products.

Besides a wide and diverse range of products and services, the 1300 sq.m. store boosts a cafe, a restaurant, a sound

studio used by MTV for live broadcasts, meeting and lounging areas, and a spot to showcase the newest products to be

released by partner brands.

7

The Flagship Store located in the heart of Rotterdam.

8

Research

9

A research trip was arranged with Orange to New York.Here, various flagship stores were visited and studied.

10

Research

References Orange Living rooms

11

Moodboards created from the New York trip.

References Urban Oasis

References Sound Box

12

Concept

13

Inspired by the urban atmosphere of Rotterdam, and the friendly and bright Orange brand values, QuA designed the

interior around the concept “Urban Oasis”.

14

Explore

15

The basis of the interior is simple and clean, making use of long straight lines, large surfaces, concrete, and a grey colour palette. In contrast with this, playful displays were developed

with a series of coloured elements and themes.

16

Explore

17

Developing the entrance area.

18

Finalise

19

Floor levels, themed areas and displays.

20

Production

21

Main entrance area and product displays.

22

Production

23

Of course the famous Orange aquarium, an important element in every Orange shop.

24

Production

25

A wall of trees cut from aluminium forms a forest next to the central staircase.

26

Production

27

The level above the retail space contains meeting areas and wi-fi zones.

28

Production

29

Lounge next to the MTV stage.

30

Production

31

The meeting rooms are separated by walls made out of sliced tree trunks. This creates privacy while allowing some natural

light to enter the room.

32

Production

2. Point-of-Sale Material Graphic Design

QuA developed concepts and designs for various point-of-sale specials for the Orange stores throughout The Netherlands.

We rotate these materials and themes frequently; the design concepts are based on monthly or quarterly promotions.

33

Holiday promotional cards.

34

Production

35

P.O.S. materials include window displays, banners, posters, merchandise, booklets, and animations.

36

Production

37

Various promotional material.

38

Production

3. Online Store Multimedia

The Orange online store needed to reflect the strong Orange brand, and trigger the visitors.

The website offers a whole range of features, in a visually simple, strong and functional environment. It provides the

possibility to buy Orange products and services in a very personal setting.

This feeling was created by adding a ‘Behind the scenes’ section, a photo gallery and a series of games in which the visitor gets to know more about Orange and its products.

Within two months of launch the webshop was generatingthe same turnover as the 50 stores.

39

The concept and design of the online shop won the European Red Dot Design Award.

40

Production

41

To have people return to the website, a game was created. Each time you enter the site the design is slightly different.

42

Production

4. Info-Box & Quest for Passion

Events

The Orange Info-box was built for the event ‘Den Haag Sculptuur’ . The box provided vocal, written, and visual information about sculptures on display in The Hague.

The ‘Quest for Passion’is the annual Orange Retail Event. The goal of the event is

teambuilding for the Orange office staff. Qua developed the concept and designed the event.

43

Info-Box and ‘Quest for Passion’ map.

44

Production

45

The Info-box opens during the day, and can be secured at night.

46

Production

47

QuA created films and various items for the internal training days. A spirit of adventure , fun and teambuilding are the core

of the events.

48

For more information please contact:

QuA AssociatesGrasweg 61

1031 HX AmsterdamThe Netherlands

P: +31(0)20 494 6565F: +31(0)20 494 6500

E: info@qua.nlwww.qua.nl