“Entertaining, Fun, Playful, Digital, and Engaging.”
Fight or Flight tend to be the natural options on how to react to a negative situation, but when the pandemic hit, Redorange only had one option: Fight. Not only did we have to understand how our clients were being affected and what we could do to help, but we also had to understand how we, as a company can do our part during this life-changing period.
Social media, news portals, and personal chats only had one topic in mind, Covid-19, and whilst that was and is still understandable, there is an amount of negative information that our mind can handle for a continuous-time. So, from brainstorming sessions on makeshift desks at home to eureka moments, Noli was developed.
We're all familiar with the famous fun game, Noli (hide and seek), including the famous saying after we count to 10, Min hu barra, barra u min hu ġewwa, ġewwa... a saying that during Covid-19 became too much of a reality. Noli summed up the idea of being fun and engaging, whilst having to hide.
The identity is based on this, featuring a logo that has a character representing the person who is hiding behind the letter. The colours selected are bright and eye-catching, complemented by bold, friendly type, as well as engaging illustrations used throughout. The aim was to create something that is easy to understand and to interact with, in order to alleviate the mood while many of us were stuck at home.