Branching into Healthcare | Orange

The challenge
Most famous as a mobile network, Orange is a considerable player in the deployment of mobile technology in previously unrelated sectors. We were asked by the healthcare business division of Orange to help carve out a more distinct profile in the growing healthcare meets technology arena.

The thinking
Figtree collaboratively developed a narrative around the idea of ‘joined up healthcare’ which allowed Orange to express the value that Orange as a communications company brought to the healthcare eco-system of doctors, nurses, administrators and patients.

We then developed a simple creative narrative that avoided the general cold and sterile branding of the healthcare sector and instead injected an element of humanity and warmth.

The outcome
The identity uses original photography overlaid with Orange lines to make clear the holistic and flowing nature of information and connectedness that mobile technology facilitates.

www.orange.co.uk

The making of