— Hello. We’re vbp orange. We’re a brand innovation consultancy neatly tucked into a world-class advertising agency. While folks on the agency
    side are asking “How?”

    “How can we bring this product to market in an interesting, compelling way?”

    We are asking “What?”
    — “What products or services should we bring to market in the first place?”
    — “What do people want?”
    — “What should we do next?”

    We like to think we are just swimming upstream a bit.

    What we do.

    — Strategy. Design. Innovation.
    We apply design-thinking prin–
    ciples to real-world business
    challenges. No really, we do.

    — Strategy: brand positioning, business strategy, messaging, brand creation

    — Design: visual identity, concept design, customer experience design

    — Innovation: ideation, platform creation, new product development

      What we believe.

      — Q: Could you tell me how to
      get to the Innovation Depart­ment?
      — A: They’re up on three, past

      Innovation is not a department or a task force. We’d say it’s a value, but that doesn’t quite convey the urgency. It’s more like an existential imperative. We don’t view innovation as a silo or an “initiative.” Because of that, we prefer taking a holistic approach.

      What we believe.

      — Linearity is so last century.
      The assembly line was a massive
      design breakthrough. In 1908.

      We live in a world of webs, of clouds, of gravitational pulls, so why do we still think that new ideas will roll off the factory line?

      We believe that process should reflect reality. Ideation looks like a web, not a conveyor belt.

      What does that really mean? More options, earlier in the process. More possibilities. More potential for creating something break­through.

      What we believe.

      — Tension is a good thing.

      There are consultants who go into a project looking for a happy middle ground. Innova­tion never comes from that place. And we are not those consultants.

      Your therapist may not agree with us, but your physicist might (if you have your own physicist we would really like to talk to you): Tension is where the good stuff comes from. Where opposites diverge or forces bump up against each other. Tension can be emotional or physical, societal or individual.

      What we believe.

      Ignorance is underrated. If you are reading this, you are prob­ably a grown-up, and as a grown-up, it’s likely that you have come to care a lot more about what others think, to the point where you are afraid of asking questions that sound silly or childlike on the face of it. Grown-ups are supposed to be experts, after all, and experts come with baggage. And lots of preconceived notions. Hopefully, we’ll meet someday, and you can bask in the refresh­ing-ness of our fresh, naïve quest­ions. Now go read chapter eight of Winnie the Pooh. You’ll be glad you did.

      What we believe.

      — Collaboration more

      We know. Whenever you hear someone say, “Let’s collaborate,” you get that itchy feeling and check your already fully stuffed calendar for a thirty-minute slot at 8:00 a.m.

      Meetings suck. But having meetings and working collaboratively aren’t exactly the same thing. We are cautiously optimistic about the former and unapologeti­cally exuberant about the latter.

      What we believe.

      — Sometimes, execution
      trumps genius.

      You know what’s fun? Having ideas. You know what’s hard? Making ideas happen.

      Strictly speaking, we’re not in the “ideas” business. We’re in the “make it happen business.” “There’s not enough time.” “How do we move forward?” “Maybe we should do more focus groups.” “This cannibalizes our existing business.” “We’re not set up to do this.” We recognize the signs. It’s a challenge we face all the time, and something we can help with.

        Who we are.

        — Success should never be measured in PowerPoint pages.

        — Harlan Kennedy Director of Strategy


        Making a brand or experience more thoughtful, more surprising, more unexpected and more human determines not only its success but its relevance.

        Harlan Kennedy has been helping clients with strategic challenges since 1995. He has been with Venables Bell & Partners since 2004, and in that time has served as the strategic lead on Nestea, PG&E, Siebel Systems, Barclays, iShares, ConocoPhillips and Russell Investments.

        Prior to working at Venables Bell & Partners, Kennedy was VP of Strategic Planning at McCann Erickson New York, where, in addition to launching the original Xbox for Microsoft, he headed up strategic planning efforts on Dentyne Ice, Bass Ale and Agilent Technologies. Kennedy also worked closely with clients on new product development for Cadbury Adams and Labatt — spending countless hours understanding what new and exciting ways people might want to chew and drink in the future.

        During the dot-com boom years Kennedy spent most of his time at Sausalito agency Butler, Shine, Stern & Partners, where he headed up strategic planning on Sony’s in-house game-developer 989 Studios, as well as quite a few dot-coms (many now deceased).

        Kennedy began his advertising career at McCann Erickson Seattle (aka Sedgwick Road), where he cut his teeth on the Washington State Lottery, the Washington Apple Commission and Powerade, Coca-Cola’s then recently introduced sports drink.

        Kennedy laid the groundwork for his career with a B.A. in Art History from Middlebury College.

        Who we are.

        — Experiences either
        delight or disappoint.

        — Marc Woollard Director of Experience Design


        Making a brand or experience more thoughtful, more surprising, more unexpected and more human determines not only its success but its relevance.

        With nearly 20 years of developing new experiences, services and products spanning an incredible array of categories, Marc helps companies realize new futures for their brands.

        Marc carries a rare mix of an ethnographer’s eye, an intuitive grasp of consumerism, an obsession with pop culture and solid business judgment. He has contributed significant value to clients such as Apple, Audi, Cargill, ConAgra, GE, Kate Spade, Marriott, Nordstrom, Procter & Gamble, Pepsi, Target and Unilever.

        Most recently, he founded an Innovation Discipline within HADW, leading both clients and multi-disciplinary teams through the holistic design thinking journey: from insights to solutions through to design execution.

        Previously Marc led brand-centered design innovation at IDEO, successfully introducing, integrating and growing the discipline of Communication Design into a global business offering. This approach, which fuses the most powerful parts of human insights, design thinking and storytelling, allows brands to meaningfully and powerfully connect with consumers.

        Marc’s award-winning work has been featured in publications such as Business Week, The New York Times and Vanity Fair.

        He holds a Bachelor’s degree in Art Direction from The College of Creative Studies.

        Who we are.

        — All these people work at
        orange. Unless you don’t
        want them to.




          Audi Forum Manhattan

          These 12ft high by 6ft wide panels energized the Audi Forum in New York City. In an effort to increase engagement, we created these as conversation starters. The stunning visuals paired with a fleet of flagship vehicles served to elevate Audi’s passion for engineering into art while telling the Audi brand story.



          Let's play

          The new Sansa — a SanDisk creation — is all about giving people the freedom to have their entertainment whenever, wherever and however they want it. The symbol is comprised of an abstraction of the five letters of the word “Sansa” uniquely stacked with the letter “n” centered within the mark. This unique configuration creates a memorable, unified shape that is simple in form, tactile in nature, energetic, human, approachable and dynamic in spirit. Packaging, POP, on the products, as a start-up/shutdown screen and in its corporate identity system are just a few of the ways we expressed the playful, energetic personality of the brand.



          Follow your path

          Italy’s largest online bank came all the way to San Francisco to see if we could help them with their brand positioning and communications strategy. We dove in with a knowledgeable outsider perspective and, after sitting and drinking espresso with a slew of Italian investors in their homes, created a new brand positioning and communications strategy that would reposition Fineco as not just the modern way to bank but the modern way to invest.



          What is your carbon footprint?

          The PG&E ecoLounge is a branded pop-up environment where customers can use online tools to reduce their energy usage. The ecoLounge features only eco-friendly furniture and products — including classic designs by Florence Knoll, Charles and Ray Eames, Vemer Panton and Henry Bertoia. Materials consisted of recycled glass, bamboo, a creative chandelier composed of CFL light bulbs and even organically grown sod for a genuine grass sofa.



          Looking forward

          This project was an internally focused celebration marking 100 years of PG&E. Rather than looking back on all of PG&E’s storied history in Northern California, we shifted the focus to the future: “Looking forward to the next 100 years.” We also photographed 100 employees in order to celebrate their accomplishments in a unique and memorable way, and then featured these photos in the company lobby in the form of 5ft x 5ft squares suspended from the ceiling, backlit murals, indoor billboards, even a traveling bus.


          March of Dimes

          March of Dimes

          The March of Dimes asked us to help them recalibrate their fund-raising efforts. The fundamental question: How does an organization built around millions of small donations communicate (and act) around a capital campaign? We dug in, and created a unique and motivating positioning and messaging strategy that the organization then implemented to raise funds for their new Prematurity Research Center at Stanford University School of Medicine.



          Frank Gehry designed Barclays Center

          Barclays has sponsored the rebirth of Brooklyn in the form of a nineteen-block retail, residential, business and stadium development. To announce their involvement to the press, Barclays wanted a press piece which would nod to the historic return of professional sports to the borough: Brooklyn has given the world so much, now it’s time the world gave something back.



          Where art meets technology

          ZER01 is an art and technology organization that needed help defining its vision and role to an outside audience. At a time when the direction of the organization was shifting, they approached us to create a new brand identity that would reflect that evolution. In the process, we refined their mission, positioning and communications strategy.


          Stanford University

          A catalyst for business and academia

          Media X is Stanford’s affiliate program that acts as a matchmaker between businesses looking to see and shape the future, and Stanford professors whose research might be creating it. Media X asked us to redesign their website in order to better tell their story, and in the process we refined their positioning, their communications strategy, and created an entirely new website.


          24 Hour Fitness

          The un-gym

          The Loop is a collaboration between Lance Armstrong and Mark Mastrov, the founder of 24 Hour Fitness. It is a new concept within the fitness category: America needs a positive, accessible way to bring fitness to everyone — a way to exercise that fits into everyday life. We worked with the client to create the experience and bring it to life across every detail.

          — For more information
          or new business inquiries,
          please contact us


          — vbp orange is located at 201 post st, 4th floor, san francisco, ca 94108