Branche: Telekommunikation
Agentur: Wolff Olins

Orange: New visual system.

Innovative approaches to experience and culture helped us put listening at the very core of Orange’s business.


Telcos aren’t listening. Just ask people in France, Spain, Senegal and Poland – places where telcos like Orange have been growing their businesses to meet the expectations of an increasingly digital world. We did. And every one of them told us clearly: telcos just aren’t listening.


When Orange first entered the market, it instantly stood out as more human, simple and accessible than the others. But in a digital age, and with 230m customers, simply being simple isn’t enough – and Orange needed help to rethink what made them special.


So twenty years after Wolff Olins created the original brand, we pitched and won the opportunity to do it all over again.




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