Brand Values

"We believe that everybody should be able to enjoy the world on their own terms"
-- Orange Website

For this project, we aim to reflect and represent Orange's brand values:
http://www.orange.com/English/aboutorange9/ourbrand7.asp?bhjs=0

Summary and outline of Orange's values:

Refreshing - new and original approach
Dynamic - confident, bold
Straightforward - keep things at a level the public can connect with
Friendly - amicable approach
Honest, trusted, responsible - a reliable company who you would trust to handle your tariff etc.
Innovative - aiming to be at the forefront of new concepts

We can take elements from this in the approach to our project. For example, we will look to make our project pitch straightforward and to the point and delivered with a confidence people can trust.

http://www.orange.com/English/aboutorange9/ourbrand9.asp?UID=
It is interesting that here, Orange have used positive imagery in a similar way that we hope to. The image of a fairground is one commonly associated with fun, a place free of pressures that takes one back to one's childhood.

http://www.orange.com/English/aboutorange9/ourbrand3.asp
"Colour was used simply and confidently, complemented by simple language, short sentences and an easy to read typeface. Words spelt out the customer benefit rather than the technical specification of a product."

We feel this should be an important indicator of the company's brand values.