| team |
| about us a word from our founder |
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Dear friends, In today’s global marketplace, consumers are faced with an endless stream of choices. And while we’re all for options at Orange22, we have noticed a kind of inertia setting in. Concerned about making the wrong choice in a cluttered marketplace, consumers will sometimes opt to choose nothing at all. And the last thing a brand needs is a paralyzed consumer. It’s what brands fight against, every minute, every day. I believe the key to breaking through that state of inertia is good design, the most powerful differentiator that brand managers have at their disposal. Where does design get all that power? From the emotions it elicits. As I see it, products and environments are more than merely objects and spaces. They’re more than a cluster of atoms that take form in the physical world. To me, products and environments are the filters through which consumers experience emotions. Just look around you. Pay attention for a minute to the way you respond to the things in your midst. When you touch an object, you have a sensory experience that leads, in turn, to an emotion. When you enter a room, its light, shapes and shadows variously elevate your mood or soothe your nerves. An environment can set off a cascade of emotional associations to the past, and even to the future. That’s what interests me most about design—that capacity to affect the emotions of those who experience it. These emotions are the most important touch-point a brand can leverage. When consumers interact with the emotional value of a product or a brand, they either connect to it, or—if a brand poorly expresses its ideals—they fail to relate. At Orange22, we make sure those consumer connections are positive, powerful and—just as important—memorable. We understand what cognitive scientists have known all along: People forget facts—but they have a virtually limitless memory for stories, particularly those that touch them emotionally. Through ten years of design and teaching experience, we’ve refined our narrative-driven design process, translating literary conventions—idioms, symbols, plots—into the language of design. Orange22 design is something like a book that seems to have been written specifically for you: When you turn to the last page, you want to start over from the top. Which is exactly how we help brands win the fight against consumer inertia. So that’s our story. How about we help you tell yours? Dario Antonioni Founder / Creative Director 213.972.9922 |
