Profit by Design's founder first worked with Orange in 1997 when they entered the immature telecoms market in the UK. They stood alone as a consumer advocate then, introducing differentiators that we all now take for granted such as itemised and per second billing, and 24 hour replacement of lost and stolen handsets. Orange's success was extraordinary and, over the next ten years, mobile usage and service provision exploded.

Profit by Design continues to work with Orange on many different projects. In 2003 the competition had caught up and Orange was under pressure to remain number one. Profit by Design reinvigorated the Orange brand essence and identity, working closely with Fullsix and Poke, to reinvent the Orange online presence in the UK.

Our work was strategically focussed and aggressively planned. We lead the Conceptual Design and Interaction Design to identify opportunities to exceed ever-increasing customer expectations. In just three weeks we researched the consumers and the competition, and explored a wide range of ideas, before recommending sustainable differentiators that Orange could use to reinforce their position as the leading consumer champion. Together we created a new perspective for the future with control, transparency and customer service at its core.

In 2006 Orange Group asked Profit by Design to improve the end-to-end music experience offered to it's customers across Europe. We quickly reviewed over thirty ongoing music projects across ten countries, built a common understanding of how each would provide value to users and the business, and proposed how to simplify them down to five complementary, tightly-integrated products relating to music expertise alongside owned, pre-owned, rented and random music.

We then led design teams in France, Germany and the UK to conduct extensive Interaction Design and integrate the separate products into a single environment on hundreds of devices across three channels: mobiles (open and proprietary OS), PCs and the Web.