Orange School
Teaching communication, the Orange way
The Orange Communication School, initiated and sponsored by Orange Romania, appealed to young graduates and business aspirants with very good curricular results and with a special interest in communication. The brief to Brandient was not to invent a new brand, but to bring the Orange brand to life inside a learning experience — to express an established consumer brand coherently in an educational, people-facing context.
The branding of the program had to consider not only the Orange brand philosophy — its future-facing outlook and its values of being refreshing, honest, straightforward, dynamic and friendly — but also the educational needs of a group of young people who already had basic communication knowledge. Every design decision worked from that existing platform outward, so the school felt unmistakably like Orange rather than like a generic seminar.
The concept of the unusual, character-based visual identity of the seminar manual and materials was born from the idea of relationship, and was meant to support the Orange brand personality — characterized by simplicity, easiness, clearness and friendship. A warm, low-detail illustrated duo — a boy and his dog — carried the metaphor: each lesson was staged as a small, relaxed scene about communicating and relating better, letting the imagery do the explaining while the course materials reflected this concept consistently across manual, badges, certificates and supporting communications.
Brandient also delivered the courses for the marketing module, choosing the concept of "10 steps, 10 days, 10 topics" (ten easy steps) — a learning journey built directly on Orange’s own "easy, simple, clear" cue, with the steps illustrated by ten inspirational words for communication and relationship: share, say, enjoy, dare, play and the like. The result extended the Orange brand consistently across the full kit of course materials and the supporting workshop activations, demonstrating how a strong consumer brand can be expressed coherently in internal, educational and employer-facing settings.
Client:
Orange Romania
Industry:
Technology and Telecom
Project type:
New Brand Creation
Date:
2005
Services:
Logo and Visual Identity Program, Communication Design
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