At a glance - work included:
Creative direction and branding
Program design strategy
Content strategy and messaging
Website UI & backend userflow
Orange Fab is the accelerator operated by Orange, the European telecom conglomerate. Orange Fab was first conceived in 2013 in San Francisco and following its success, thirteen Orange Fab accelerators were initiated around the world.
In 2017, Orange Fab U.S. (the O.G. program) began to transform into a startup investment/partnership platform that differentiated itself from its thirteen counterparts. I led the team through a rebrand and designed the new website and a content management system using Wordpress that become the primary tool to engage new customers with.
We had the challenge of setting apart an unfamiliar business model from the traditional accelerator program. Orange Fab's new role is akin to that of a talent agency - in a scenario where startups are the talents and corporate partners are the producers, Orange Fab matches startups and corporations with maximum partnership and investment potential.
But how do you articulate complex and nuanced program changes in a non-tangible product?
We hired videographers to capture real footage during corporate partner conferences to produce more dynamic hero-area content for the landing page. We wanted to demonstrate that Orange Fab has shifted from the old format of demo-days to workshop-oriented conferences where corporations and startups are more strategically grouped together by technology application to maximize the amount of partnerships that resulted from these meetings.
TAILORED NARRATIVE FOR TARGETED AUDIENCES
The old website was built with parallax scrolling with a linear narrative; this worked when the program was one-size-fits-all. We designed the new website with a navigation that targeted individual audiences. Each type of customer received a tailored narrative and call-to-action.
We built a page for mentors to help with mentor recruitment, but also to advertise our impressive ecosystem. We designed mentor details to be interactive to maintain a clean and easy reading experience.
Customized modules to display events.
CUSTOMIZED BLOG TEMPLATE
The Orange Fab blog was previously hosted through Squarespace. The Squarespace interface left a lot of room for unintentional design variations. We created a customized template for the new blog to be hosted on the same server as the Orange Fab website. We created taxonomy tags for blog posts to encourage post discovery and prioritized placement of subscription field for visitor engagement.
SCALABLE CRM AND VISUAL STANDARD
The list of mentors and startups are updated constantly and we needed to make the process of updating these web pages easy and accessible. Instead of entering additional profiles directly onto the web page, the web page is automatically generated from a database of profiles.
We also designed various page templates that make it easy to create new pages as the program grows and launches new offerings. Having pre-designed templates to support different categories of content made it easy to maintain a consistent visual standard and brand compliance.
Today, the Orange Fab website continues to grow with new program additions, but page creation capability is no longer restricted to technical staff.