The challenge
The opportunity: refreshed brand and website revamp
Brand overhaul
- added a pop of bright pink to complement the oranges and inject warmth, optimism, and movement into the brand
- created animation and sound effects to bring the logo to life
- switched to fresh typography styles
- designed a suite of icons
- built fun, new email signatures that include staff profile photos and an animated logo
Updating messaging and tone of voice
Another key part of the transformation was redefining how Orangebox talks about itself. We deliberately moved away from “mail”, “mailhouse”, “direct mail” and referred to data-led thinking, channel-agnostic solutions, personalised communications at scale, partnership and outcomes, etc. Orangebox is a communications partner, not just a provider.
As we do for every new brand or rebrand client, we created a brand guide so the Orangebox team knows how (and how not) to use their new brand with confidence.
We were stoked to see the Orangebox team strutting their new merch out in the wild at a recent golf fundraiser in Wellington (note to selves: we should’ve suggested branding jackets too, considering Welly’s infamous weather!). The pink and orange popped against the black golf shirts and caps, and even spurred a couple queries on the course about what Orangebox does!
Website revamp
When overhauling a brand, it makes a lot of sense to carry over the new look and feel to website as well, to ensure the brand becomes recognisable and instil trust.
Orangebox’s original website was difficult to navigate – it included detail overload, industry jargon that might not be readily understood by clients, and simply too many pages. While Orangebox culled the excess information and changed their focus from services to solutions, the content and web build flowed, resulting in a much more navigable and user-friendly site.
We ensured the right SEO (search engine optimisation) keywords were included within the content to increase Orangebox’s site ranking in search results so they are found when people search for the services they offer.
Wabbit is even animated to juggle print and digital like a champ, just as well as the Orangebox team!
What you don’t see is still important
A lot happens in the background of a website that’s just as important as the design and content, so of course we also focused on the parts that make a difference day to day. The site is now much faster and smoother to use, particularly on mobile devices, because it’s been built properly from the ground up – from image optimisation through to how pages link together and how the whole site is structured. All that behind-the-scenes stuff really adds up to a better user experience, and it’s exactly what Google (and returning visitors) respond well to.
We’ve also built in FAQs across the key pages and each service page, and set up a blog to support ongoing content. Both are there to help with how the site shows up in search results and, more importantly, AI results. FAQs and blogs answer real user questions using natural language, and give search engines more to work with. It means the site isn’t just a one-off build, it’s set up to keep performing over time.
The outcome
The refreshed Orangebox brand positions the business for its next phase of growth. It transforms perception from a traditional, print-focused provider to a modern, data-led communications partner. And it does so without losing the personality and heritage that make Orangebox (and Wabbit) unique. The result is a brand that is:
- Future-focused, but grounded in expertise
- Professional, yet approachable
- Distinctive in a crowded market
- Built to lead, not follow, the evolution of the industry.
The support continues
What’s the use in creating a new brand and website if no one gets to see them? That’s where a digital marketing strategy comes in. With a bold new brand and defined key messages, we’re now working with Orangebox to get them in front of their existing customers and new potential customers, supporting their long-term success. With a refreshed brand identity, the next step was to make sure Orangebox’s social media presence reflected the same energy and professionalism. We updated their profiles across all platforms, including profile images, cover graphics, highlight icons and post templates. Everything now feels cohesive, recognisable and unmistakably Orangebox. This consistency strengthens brand recall and sets the foundation for more effective digital marketing.
