As part of a new strategic plan, Orange has asked us to review and develop its identity platform. To maintain its leadership on the telecommunication market, the brand needs to reinvent itself in order to be ahead of its competitors that continue to innovate by offering attractive and differentiating services. The brand also has to anticipate customers’ needs, by forecasting trends and ahead of time in a highly connected world. In the digital age, the challenge is to bring added value to the customers and to keep growing with new trends, new technologies and a new digital marketing strategy. Our team implemented a strategic recommendation to consolidate Orange’s axis of differentiation to make it a reference in terms of customers’ memorable experience thanks to a new approach of the brand’s identity. Rapidly, we saw this pitch as a challenge: tapping on this emotional attachment and desire to be offered seamless experiences on an snap... or on a click. Round off the angles of Orange, both physically and virtually, is something we think can propel the brand from trustworthy to iconic. Today, we are proud to present this rebranding recommendation. We based it on a true understanding of the client, and its customers’ need. Orange has been recognized for year as a brand that do good, we want to go one step further in order to make it last (at least) twenty more years. We hope this communication strategy will help do so.

2. margaux
julia
lEa
juliette
mariem
Creativity unlocks your brand potential
studies
branding
design
strategic planning
medias
Mercury

4. Let’s round
o f f t h e
angles

5. Consolidate axis of Orange’s differentiation to make it a reference in
terms of customers’ memorable experiences thanks to a new
approach of the brand’s identity
goal
objectives
Establish Orange as
a key daily partner in
customers’ lives by
communication
actions focused on
experiences before
services / lexical field
in coverage: actions,
experience,
response, connect.
Reinforce brand
attachment through the
evolution of Orange’s
image as the service
that connects them to
what’s essential in their
life / +20 points of
brand value over a year
Stimulates word-of-
mouth thanks to
memorable
experiences and a true
listening of Orange’s
customers’ needs
+25% positive
feedback on social
networks and forums

6. source: statistia
63
10%
most quoted reason for
leaving an operator :
packages too expensive
individuals feel they
have more expectations
than before
- empowering devices
source: mashable
consumers worldwide state
that telecommunication is a
sector with the best customer
experience
source: ey sweyney
real opportunity / differentiating
2nd
most earned media
trust earned media,
such as word-of-mouth
and recommendations
from friends and family
experience as a price justification
source: nielsen
the apple experience
• subconscious
• simplicity
What matters for customer is…

7. TREND FOCUS
Tech that makes you forget it’s here
when technology gets out of the
way, everything becomes more
delightful, even magical
Steve Jobs, 2012

8. segmented use
memorable experience
functional experience
inclusive experience
Smart like you
Simplicity
Close to you

9. PRESS AUDIT
A telecommunication operator
renown for its trustworthiness
« Orange’s network is
the best one, Free’s
network ranks last »
Nouvelobs.com 24/06/14
« Being an historical operator
has advantages: a network
inherited from a public monopoly, a
brand known by all and which,
generally inspire confidence ... »
Latribune.fr 26/01/14
« Orange can also boast
about offering the best mobile
network quality, up to 5 times
faster than the
competition»
Mensquare.com 14/04/2014
« From the living room, to the
bakery through public
transportation, Orange tries to
get a place anywhere the
Internet is or will be »
Ladepeche.fr 08/11/2013
an established reputation

10. STAKEHOLDERS
TOP
MANAGEMENT
RH
INTERNAL
COMMUNICATIONS
EMPLOYEES
Managers
NEW
FORMER
UNIONS
FONDATION
SUBSIDIARY
COMPANIES
EU
ARCEP
NATIONAL NEWSPAPERS
CLIENTS
B2B
B2C
STARTUPs
SUPPLIERS
SHAREHOLDERS
CONSUMERS
ASSOCIATIONS
COMMUNICATIONS
PROFESSIONALS
beyond technology, humans
Le Figaro, Le Monde,
Liberation, INTERNATIONAL New
York Times, Der Spiegel, El
Pais, etc.
ECONOMICAL/FINANCIAL
Les Echos, La Tribune,
L’Opinion, L’Agefi; THE FT,
Business week, Bloomberg,
Forbes, The Economist,
Handeslblatt, etc.
SPECIALIZED/ ONLINE
Le Journal des télécoms, Le
JDN, NextINpact, Les
Numériques, Numerama, etc.
ANFR

11. TARGETS
historical client
ultra-connected 25-35
those who regret
looking for memorable experiences
leaving for Free

12. the brand that makes my
everyday life easier and more
intuitive by caring for what
matters the most to me
KEY MESSAGES
connect me to what is
essential in my life
orange
its services
offered by Orange is
unique in terms of flow,
incomparable in terms of
anticipation of my needs
the experience
translated in key actions

13. 23s e t fo r t h o r a n ge
• Challenging the brand’s identity
• … expressing it throughout
different point of contact
• Rearticulate brand management
m a k e a s p l a s h
s u s t a i n t h e fi r e
• External communication
- PR
- Storytelling
- Client-focused actions
• Internal communication
• Orange app: the remote of
your life
• The Orange « button »

14. H o w ?
W h y ?
T a r g e t
All stakeholders, clients, and
prospects
c h a l l e n g i n g t h e b r a n d ’ s i d e n t i t y
set forth orange
• Brand platform
• Logo
• Range of images
• Tone of voice
Adjust itself to anticipate individuals needs and affirm
its symbolic brand position, reaffirm and challenge its
sets of values
Be different within an highly-competitive market

15. vision
mission
ambition
A one-of-a-kind
experience of
communication
for all
An unrivalled
customers’
experience
The daily partner
that connects
you to what
matters for you

16. Orange’s mission is to accompany you in
every moment of your life and connects you
to what matters. Your needs and
requirements evolve each day. We foster a
genuine inquisitiveness for making your
life more intuitive by anticipating them.
It’s by offering memorable experiences
that we erase ourself. Orange aims to be
so efficient, you will not even notice you’re
using technology.
We round off the angles.

17. feng shui
flat design
simple lines

19. The simple life.
Positioning

20. c o l o r s c h e m e
fo n t
Helvetica Neue Bold
Abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica Neue Regular
Abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
R 247
V 127
B 0
R 89
V 89
B 89
R 191
V 191
B 191
t o n e o f v o i c e
Reassuring
Feminine
Calm

21. S o u n d b r a n d i n g
Touch-points:
In-store messaging / Call
waiting and Phone
services / Adverts /
Apps / Software (ex.
Livebox)
• Set the mood
• Peaceful
• Quiet tempo
• No lyrics but sung notes
• Indistinct presence
• Discreet
• Short
• Talk to me
• Bilingual French/English
• Feminine
• Medium/light
H o w ?
W h y ?
Embody Orange’s values
and create an ambiance
at every contact points
Music
Sound design
Voice

22. s c e n e s o f l i fe
av o i d fe a t u r e o f d e v i c e s
l i g h t a n d b l u r r e d e f fe c t s
w a r m c o l o r e d
c u s t o m e r - fo c u s e d

26. H o w ?
W h y ?
T a r g e t
Orange’s clients and
prospects
c r e a t e a m e a n i n g f u l c o n t a c t a t e v e r y l e v e l
set forth orange
Express the idea: beyond technologies, men and women
Omnipresence and quality must be in the heart of all, regardless of the
product concerned and regardless of which channel (phone, email, appli,
stores,TV, … )
Customize a custom made contact with each client while maintaining
consistency at all levels.
Workshop + White book
Clients services points of contact: responsible for your account, solutions
architect, regions teams, local service etc.
Chat Orange, Facebook, Twitter: @Orange_France @Orange_conseil, Google Plus,
Instagram, Pinterest, Youtube, Dailymotion, Phone, Orange Application , Orange
Stores, TV, Orange le Collectif website

27. Reaffirm the brands identities by
keeping their values, positioning and
own universes.
Ensuring a coherent brand platform.
Sosh and M6 Mobile have a well
argued positioning > changing it
would be risking loosing their identity
and legitimacy among the customers
global action : building a coherent organization
Reaffirm Orange’s endorsement
Use Orange as a label for OBS activities
OBS is a French and global brand expanding
internationally who needs to be easily
recognized by professionals
brand ecosystem
like a family: same but different
h o w ?
w h y ?
h o w ?
w h y ?
Sosh
M6 mobile
Orange Business Services

28. Orange’s Flat design + M6’s shading
Orange’s NAME
SIMPLICITY
Logo understood internationally
ENDORSEMENT
Orange’s NAME
like a family: same but different
sameness
endorsement
simplicity
endorsement
brand ecosystem

29. h o w ?
w h y ?
P R
make a splash
Share quality content with media and stakeholders
• What makes tomorrow’s digital experience so
memorable
• Orange at the forefront of digital experience
Affirm Orange’s new identity
Give priority to Orange’s identity and mission over
products or services
t a r g e t
Stakeholders and the mainstream

30. make a splash
s t o r y t e l l i n g
h o w ?
w h y ?
Digital and TV storytelling campaign
• Following daily experiences of influencers
• Show how, thanks to orange they create,
communicate, do business and entertain
themselves
• Client and brand form a team “We made it
TOGETHER”
• Bloggers, journalists, musicians,
entrepreneurs
• Orange make a difference in customers’
life
• Customer-centric : identification + enhance
the adhesion
• Build your brand story
t a r g e t
Ultra-connected 25/35 : the makers generation
tania
yann
peterentrepreneur powered by orange
blogger powered by orange
graphist powered by orange

31. make a splash
s o c i a l m e d i a
h o w ?
w h y ?
• Introduce the new identity externally
• Interaction between Orange and
customers ; Show that we are
comitted to our customers. Make
them participate to create a strong
brand attachment
Broadcast a 30’ video on Youtube revealing
the new logo and brand platform
• Video broadcasted on Facebook, Twitter,
Google + and Instagram
• In a “tribune” on main businesses blogs
(challenges, Influencia etc.) : the Brand
Strategy Director will introduce the new
Orange
• Contest on social medias:
#WhatMattersMostToMe
#WhatMattersMostToMe "

32. h o w ?
w h y ?
c r e a t e e xc i t e m e n t i n t e r n a l ly
make a splash
• Video of the CEO, Stéphane Richard
• Workshops to introduce the new branding
• Removing old office branding materials
• “Brand ambassador” campaign
• System designed to ease dynamic internal
communication
• Intern: first vector for communication
• Give everyone a clear indicator: top concern
• Share implications of the new branding,
benefits and values related

33. h o w ?
w h y ?
t a r g e t
Orange’s clients
a f u l ly - r o u n d e d s o l u t i o n a p p
Sustain the fire
• Compiling all orange services
and app to connect customers to
what’s essential in their life
• Increase awareness for orange wide
array of services
• Emphasize the daily partner dimension
through the proposing of a fully-
rounded service

35. h o w ?
w h y ?
t a r g e t
• Ultra-connected 25-35 y.o
• “Those who regret”
t h e o r a n ge b u t t o n
Sustain the fire
• An « orange button » shortcutting to
your favourite service offered by
Orange
• Allow a comprehensive and continuous
digital experience
• Embody physically the brand promise
and make customers live memorable
digital experiences
• Increase the « word-of-mouth » effect

36. Orange button
partnership with flic

37. Orange button
partnership with flic

38. CALENDAR 2015

39. JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
REBRANDING CAMPAIGN
Press Relations
STORYTELLING
SOCIAL MEDIA
INTERNAL VIDEO
oRANGE APP
ORANGE BUTTON
WORKSHOP
REMOVING OLD OFFICE BRANDING
MATERIALS
bRAND AMBASSADOR CAMPAIGN
INTERNAL SOCIAL NETWORK
MEASUREMENT
2016
CALENDAR

40. MEASUREMENTS
E X P O S U R E
a f f i n i t y
A C T I O N
PR coverage: At least 100 articles online+ offline / lexical field in coverage:
actions, experience, response, connect.
Analysing comment sentiment – from reviews, social media and app rating /
+25% positive feedback on social networks and forums
App - 50 000 download within the first three months
Attachment to the new brand identity– 40% feel Orange must evolve to adapt
Opinion- +25% of the target audience qualify Orange as a provider of
memorable experiences / +20 points of brand value over a year
Social media: 4000 tweets about the new logo
Youtube video: 800 000 views
Contest : At least 200 answers with the hashtag #WhatMattersMostToMe
Increase of website traffic +20%

41. 10,2%
14,3%
11,5%
10,6%
29,8%
BUDGET
5%
Rebranding - 26 000
Strategic process and conception – 20 000
Design – 3 000
Sonor identity – 3 000
Points of contact – 12 000
Workshops conception and organisation – 7 000
White book conception, production and diffusion – 5 000
Pr – in house - 3000
Storytelling videos – 28 000
Conception – 3 000
Production – 20 000
Degrayal for participants – 5 000
Social Medias – 15 000
Production of the 30’ video – 3 000
Community Management – 12 000
Internal communications - 3000
Conception, Production and diffusion of the CEO’s video – 3 000
Workshops - 73 000
Organisation and conception – 5 000
Renting of the venue – 15 000
Training of the speakers – 3 000
Defrayal – 50 000
Internal social network – 25 000
Conception – 5 000
Development – 20 000
App – 25 000
Conception and design – 10 000
Development – 15 000
Website – 35 000
Conception and design – 15 000
Development – 20 000
TOTAL 245 000 + 20% AGENCY FEES : 300 000
1,2
6%
1,2
10,2%

42. 3
21F ro m wo r d s t o ac t io n
A strategy that shed light
on a service with tangible
customer's benefit, that
aims to make them live
memorable experiences
A pa r t n er in y o u r lif e
We drive Orange to
capitalize on its good
image and to go one step
further: a daily partner in
great digital experiences
B E N E F I C I A L
An answer to a strong
demand, a key
differentiating element
for Orange in order to
sustain its brand in the
digital era
3 KEYS OF SUCCESS

43. FOCUS
storytelling, pr,
collaborations,
advertising
KEY LEVERAGE TOOLs
F a m i l y, c a r i n g ,
nurturing, humanity
LEXICAL FIELD
« empowering imagination »
Rebranding as a way to affirm brand mission

44. yann
graphist powered by orange
discover
his story
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