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Orange in Healthcare
The stethoscope used on a T-shirt in this way not only brings personality, it also acts as a metaphor for the connectivity tools Orange provide to healthcare professionals.
A doctors bag 'on a bag' can help tell the Orange in Healthcare story. The products and services by Orange mean that people can receive treatment and healthcare information wherever they are, whenever they need it.
Decals were placed in relevant healthcare environments to help tell our story.
Playing with fuzzy felt behind the scenes.
Playing with fuzzy felt behind the scenes.
Playing with fuzzy felt behind the scenes
On location
On location shooting with photographer, kelvin murray.
care + cure
Known and loved as a mobile phone brand, today Orange is leveraging its communication expertise into new business areas. To this end, we have been working with the Orange healthcare division to help them develop their strategy and communicate their story for both B2B and B2C audiences alike.
Having worked extensively with key members of the management team, it became clear that the healthcare division needed a more focused sense of purpose. An easy to grasp and inspirational idea that would unite the business and engage consumers. The positioning platform ‘joining up healthcare’ was developed to explain the true value of Orange as a communications company for the healthcare sector. It expresses their ambition to create a healthcare ecosystem where patients, doctors, nurses and administrators are seamlessly brought together to interact in more transparent, collaborative, supportive and efficient ways.
Creatively we wanted to avoid the cold and sterile branding stereotypes found within the sector. So, we leveraged the optimistic and friendly nature of the Orange brand to produce a refreshing personality that is positive, reassuring and human.
The identity uses photography overlaid with Orange lines to signify the energetic flow of information and connectedness of people. The icons, taken from both the healthcare and everyday worlds, convey warmth and closeness. The photo-shoot took place over several days and involved the careful creation of the lines and objects from felt and the precise placing of them in each shot.
We continue to work with the Orange healthcare division on product portfolio architecture, communications and naming.
This project involved:
- Brand positioning
- Brand architecture
- Naming
- Visual identity
- Verbal identity
- Communication ideas
- Guidelines
- Website
- Advertising
- Ambient
- Brochure
- Interior
- Packaging