Fresh
And Now for Something Completely Different
While other companies are reeling in costs and letting people go, Tangerine is bucking all trends by investing not only in additional people, but also in a complete overhaul of its brand, marketing material and website. Tangerine is seeing the credit crunch as an opportunity, as well as a challenge, and has moved its own image up another gear in order to continue to stand out in an increasingly quiet marketplace.
Tangerine’s creative agency, Crab Creative, conducted research to get a feel for what made Tangerine different; “We spoke to every member of staff, individually and in workshops and also interviewed Tangerine clients and contacts,” explained Costa Michalia, creative director, Crab Creative. "And there were two things that came across very clearly: Tangerine was described by clients and staff alike as being ‘..a breath of fresh air’ to work with.
“Secondly we were impressed with the quality of consultant we met at Tangerine and quickly realised that Tangerine is as good as it is because it has great people who fully believe in the business vision.”
From this research Crab gave Tangerine the strapline: ‘…a breath of fresh air’ and created a website that is truly unique.