In 2007, Orange will release their own range of branded handsets. Our task was to match the handset features to the user segments.

We chose to brand the handsets by referencing popular cities throughout the world. Each city comes with its own perception, cultural influence and graphic style. More metropolitan cites like Berlin were used for youthful handsets with camera and MP3 features, whilst more industrial cities like Chicago related more to sturdy handsets intended for hardier users.

City themes also provided a strong frame of reference for additional handset naming, POS materials, advertising and marketing messaging.

This project involved:

• Brand positioning
• Naming