What makes Orange Square’s approach different in rebranding?
We combine a proven strategic framework with a human-centered mindset. We don’t just walk you through some brand exercise and do a little bit of strategy and then get to identity. We focus on how what you’re doing in this change builds credibility and creates alignment inside and out. We help unify internal teams, gain investor confidence or board member confidence or advisor confidence. And we build a brand that people trust.
In short, we are helping you avoid the common missteps that companies make when they’re treating rebranding like a design exercise. It is not a design exercise. It is a business transformation.
Our clients over the years have said, “When we have people come in and they do pitches, you all sound the same.”
It’s one after the other. And I think the reason that creative services firms often sound the same and look the same on their websites is their focus on process; and that looks something like discovery, brand audit, creative strategy, creative execution, implementation. I mean, if you have ever searched for these services before, you have seen this on people’s websites. And I think that, as a designer myself, maybe early in my career, I fell into this. It’s like you just need enough information to get to the design piece. But that approach is really focus on it being a design approach. And I think this is also where the misconception comes in that rebranding is design and marketing. It’s because people are so focused on this process approach.
The Orange Square framework approach, on the other hand, provides a strategic blueprint that guides focused, high-level decision making and alignment across the entire organization before any kind of creative assessment is made; before strategy or execution has even been broached.
It clarifies your business objectives, determines your brand architecture, aligns internal teams, employees, and everyone at all levels of the company. It defines your clear market position, giving you a competitive advantage. It sets a clear vision for business growth, helping you leverage past success while positioning your future opportunities. It ensures your leadership teams move forward with unified clarity and purpose, and it establishes the trust in market presence essential for sustained business success, including if you’re a publicly traded company, shareholder value.
We’ve talked about Orange Square’s framework and human-centered approach, but what else sets Orange Square apart?
Well, a lot actually. First, we specialize in business to business health and research. We have for 23 years. We’ve worked across the entire research and health spectrum from payers, clinical research and digital health to universities and other non-profits. We understand how critical trust is in this space, especially during times of change.
Our work is all about helping organizations in transition preserve and strengthen that trust.
People often ask us, how do we support Leadership through the rebranding process?
We see rebranding as the high stake leadership challenge that it is. It’s about aligning your business strategy, your brand, and your people. We always focus on the long-term impact: Not just about what your brand looks like, but what it really does. A strong rebrand can build equity, improve your market position, and create the foundation for sustainable growth.
We’re not just doing visual identity work. Not at all. We’re doing much more than logo updates and identities. We help reposition health and research organizations for growth, investment, and leadership. When health companies are facing really significant change, such as mergers, leadership changes or shifts in strategy, they turn to Orange Square to make sure their brand evolves with them without losing credibility, trust, or momentum.
Working with Orange Square is fundamentally different from working with a large agency.
First, you always have direct access to the A-Team. Whether you know it or not, you’re going to be assessed in large agencies; only if you’re the largest client — that’s the only way you get the A-Team. At Orange Square, we have seasoned experts who specialize in health-based companies and research-focused organizations.
There are no junior hand-offs. There’s no bureaucracy. There’s just strategic thinking from day one. Our framework and approach have earned Orange Square the prestigious Rebrand 100 Global Award 12 times. This is a global competition for the best rebrands in the world.
Being intentionally small means that we are agile and responsive, adapting quickly to the changes in the market as well as the changes your company faces. Big agencies can often be slow and rigid. At Orange Square, you get speed, flexibility, focus, and attention.
Our framework ensures meaningful differentiation, clear market positioning, stronger internal alignment, and sustained competitive advantage.
Let me walk you through our organizational Clarity framework.
We begin by examining the two elements that form the core of what your organization does. The services you offer. Clearly defining what makes your offerings unique and valuable. The clients you serve. Understanding deeply by audience who they are, what they need, and how your services fulfill those needs. From here, we articulate your value propositions, explaining how your services directly relieve your client’s pain point and create significant gains for them.
There are six organizational clarity elements.
Three are internal and three are external. The internal clarity elements are vision. The long term impact you aim to achieve, and mission your organization’s purpose and reasons for existence and core beliefs. The guiding principles that drive decision making and behavior within the organization. I want to pause here and say something important. There is a difference between values and beliefs.
People have values. Companies don’t have values. People bring their values to your organization.
Your core beliefs are the guiding principles that drive your decision making. You may be asking yourself why is internal clarity important? It ensures everyone within the organization understands and aligns with the strategic direction the company has set forth. It unifies teams, fosters collaboration and cohesion throughout the entire company.
It improves morale by providing clear purpose and shared goals. It ensures consistent, authentic brand communication and it prevents inconsistent external messaging. Protecting trust and credibility with your clients and stakeholders.
Once we have completed the three internal clarity elements, we explore the three external clarity elements.
Those are positioning, establishing a clear, differentiated market presence that highlights your unique strengths. Competition analyzing competitors to understand your distinctive advantage and effectively communicate your market differentiation and objectives. Clearly defining strategic goals and measurable outcomes. Why is external clarity important? It’s important because it establishes clear objectives, sets measurable goals and guides strategic efforts.
It defines market positioning, clarifies how your brand stands apart and highlights your unique strengths.
It enhances your competitive advantage. Provides deep insights into your competitors and helps you clarify and articulate your distinct value. It improves client engagement by communicating clearly and effectively. You build stronger client relationships. And finally, it drives focused growth. It guides targeted strategic decisions, maximizing resources and market opportunities.