<h2>Learning</h2>
<p>Sindoh has an established an enviable reputation as an exemplary manufacturer partner for many of the Worlds leading printer brands. They are also highly regarded across Asia where they sell and support numerous printers under the Sindoh name.</p>
<p>Moving from being a manufacturer partner to a B2C brand is challenging, but we had an opportunity to exploit the ‘halo effect’ of the new machines being designed, and to create a distinctive positioning relative to the global competition.</p>
<p>A shared view of future direction is critical for brand thinking and we held interviews with Sindoh’s executive team and key customers, rolled up our sleeves up, and ran workshops with their internal teams to brainstorm and define a clear brand framework.</p>


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<h2>Leaping</h2>
<p>tangerine ran a series of workshops challenging staff to identify the strengths and weaknesses of their brand. Cross-cultural brainstorming revealed strong business attributes despite its lack of brand, Sindoh was still seen as a thoughtful, creative, and expert organisation. The spirit of love for country, workplace, and people, evoked by its founder Woo Sang-ki, shone through.</p>
<p>It was imperative to evoke these three strengths in the design of the new CI. Taking those strengths, we worked together to shape a new corporate identity that announced Sindoh as a confident brand in its own right. A word strange even to English ears had to be translated – ‘trimobious’ – a three-sided shape made from three triangles with the intriguing properties of a Möbius strip.</p>


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Sindoh Exhibition Wall D - 2xA0 print

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<h2>Landing</h2>
<p>Their new wordmark evokes the quiet confidence that Sindoh now possesses and, importantly, has a human quality that is so central to their philosophy.  With the ‘i’ of Sindoh purposefully representing a person.</p>
<p>The three-sided Möbius form of the logo represents the organic connection of three core corporate belief’s and is intended to be as ‘unmistakable’ as their products are in the market.</p>
<p>The philosophy and identity that underpins the brand has extended across all aspects of the business, giving Sindoh the confidence to sell in international markets and be a design-led organisation.</p>
<p>tangerine is now a strategic design partner to Sindoh, leading design seminars, and helping Sindoh grow through new products and exhibitions at their headquarters in Seoul, most recently to celebrate 60 illustrious years of Sindoh.</p>


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Tangerine have become like family to us. Martin clearly explains his thoughts behind design concepts and at the same time considers the position of Sindoh. When adjustments based on our staff feedback were needed, he came up with the best solution without breaking the entire concept. I have come to trust his philosophy.

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SND_CI_main_01

<p>To build a successful global brand, cultural divides must be traversed, a company&#8217;s values defined and differing philosophies embraced. A Corporate Identity is also more than a badge it is the &#8216;face&#8217; of that organisation; it needs to convey the right values and qualities to the market.</p>
<p>Sindoh’s ambitious and design aware CEO asked us to help them define a distinctive consumer facing identity for his family owned business to support an ambitious move from being a manufacturing partner of copiers for other globally recognised brands, to launching a collection of innovative own brand 2D and 3D printers.</p>


<p>Popular Nordic airline, Finnair, approached us with a view to completely revamping their ground-to-air customer experience. A large part of this project involved turning their Non-Schengen customer lounge into a contemporary experience that made travelling just as enjoyable as the destination.</p>


Sindoh - Corporate Identity (CI)

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Bluebell-Launching-1_cropped-72dpi

<h2>Learning</h2>
<p>While Bluebell did not have the money to take the product forward, the huge potential of the system was clear, and we grabbed the opportunity of working together with them on a risk sharing basis.</p>
<p>A critical first step was to quickly set a vision for the project. We created a simple animation communicating its key benefits, giving the Bluebell team ammunition for initial discussions with investors.</p>
<p>As the system’s potential features were so expansive, yet cost was a major factor, our combined teams mapped out the user modes and alerts, and quickly defined wireframes for the app.  Scoping out options for the size and arrangement of the electronics hardware, was completed at the same time.</p>
<p>&nbsp;</p>


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Bluebell-Leaping-4-72dpi

<h2>Leaping</h2>
<p>The whole customer experience needed to appeal and be understood by new and experienced parents. Multiple options for the form and interrelationship between the elements were explored widely, and a design language was crafted that subtly established a DNA across the hard, soft and graphic elements of the system.</p>
<p>A brand proposition of ‘Parenting, made simpler’ was created for Bluebell, to powerfully set them apart in the crowded market.  A visual identity was developed interlinking core elements of the app’s UX with key components of the brand’s identity.</p>


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Bluebell-Launching-2

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Bluebell-Leaping-2-Square

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MicrosoftTeams-image (34)

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Bluebell-Leaping-1

<h2>Landing</h2>
<p>A simple and intuitive design for the parent wristband was created, delivering visual and vibration alerts with icons and a glowing LED to communicate the baby’s status.  It also tracks the parent’s activity and enables them to record feeding and nappy change times.</p>
<p>A one-piece clasp on the baby monitor enables easy attachment onto a vest or baby-grow. This keeps the monitor reliably aligned and close to the baby’s chest.</p>
<p>The hub is the system’s charge station and provides thread connectivity to the wearables and wi-fi for upload of data to the cloud. It constantly measures nursery temperature and enables parents to listen-in, play lullabies or white noise, and contains the nightlight.</p>
<p>Last, but not least, is the app.  It works for multiple users, wherever they are, and enables them to receive alerts, view data, set-up routines, and remotely control the hub.</p>
<p>Delivering all of this to market required co-working with a contract manufacturer who, like us, instantly appreciated the potential of the system.  They agreed to be flexible with minimum order requirements to support the progressive growth of the business.</p>
<p>Multiple rounds of prototypes and pre-production units were developed, tested and refined and the business has successfully scaled.  We continue to work together with Bluebell, planning improvements and upgrades, as data on usage and customer feedback is gathered.</p>


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Bluebell-Launching-6

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Bluebell-Launching-13-72dpi

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Bluebell-portrait-72dpi

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Bluebell-Launching-5

What attracted us to Tangerine was their family feel. They were friendly, helpful and pragmatic in their approach to risk sharing. Martin [Darbyshire] quickly understood the potential of our technology and the ambition of the business. They’ve helped us turn our idea into a category leading product & service in the mother & baby sector, and we’ve worked together now for over four years.  Martin and Melinda sit on our board, and Tangerine’s expertise and ongoing support is invaluable as we grow.

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Bluebell-Hero-v2

<p>Bluebell, a start-up founded by two doctors and a data scientist in 2016, had patented a smart baby monitor which tracked a babies breathing rate, skin temperature, movement and position. With a USP that it instantly sends alerts to a parent wristband at home and when on the go.</p>
<p>The team had built an initial proof of concept prototype, and urgently needed the right design partner to help them turn their germ of an idea into a compelling product and service experience.</p>
<p>&nbsp;</p>


Bluebell

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Hero-Adlens-service-design-1

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Adlens dial technology

<h2>Learning</h2>
<p class="p1">Unable to change the physical frame or lens design, Adlens engaged business consultants, McKinsey, to help them improve their commercial performance and tangerine to help them to understand why this innovative technology was not being adopted by their target market.</p>
<p class="p1">Through interviewing senior stakeholders and completing ethnographic and market research, we learned that the low uptake of adaptive eyewear was down to the user benefits of the product not being made clear, or even demonstrated, to the customer by, either the eye doctor or the sales consultants. A poor sales strategy was also being compounded by inadequate staff training plus poor sales tools. Critically, we discovered that the focus of Adlens’ marketing communication was on describing the capability of the technology, not the benefits that the technology could bring, a subtle but important difference.</p>


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Adlens-Learning-Current-Experience-Instore-72dpi

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Adlens-Learning-User-Journey-Map-72dpi

<h2>Leaping</h2>
<p>We generated an extensive customer experience map to identify where key interventions in the sales process could disrupt and increase sales. Armed with this, we traveled to Los Angeles, USA to set-up a prototype optician’s store and ran user trials that emulated the sales process to gain feedback and inform the development of the service design.</p>
<p>Throughout the extensive research process, we created a service design map of the current sales process and identified key areas of disruption that could introduce a clearer benefit-driven proposition for the consumer.</p>
<p>We transformed the dispensing and sales strategy for Adlens by disrupting the sales process to introduce the benefits of the adjustable lens system to customers at different points of the customers’ journey and by curating the existing product range to provide a clearer brand proposition to the customer.</p>


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2-learning-Adlens

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<h2>Landing</h2>
<p>We originated the Allfield brand, together with a ‘kit of parts’ to support the service design, including points of sale displays and product packaging, to help potential customers fully appreciate the unique and breakthrough benefits of Adlens’s adjustable glasses.</p>
<p>With a new name and brand proposition, purposefully targeted marketing and improved sales training, customers and opticians alike can now better understand the key benefits of how to manually adjust the lens of their Allfield glasses to see clearly at all distances.</p>
<p>To support this new initiative, we created a new Allfield website to help with the orientation and education process of prospective customers looking for a suitable to varifocals when they do not work well for them.</p>


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<p>James Chen, co-founded eyewear company Adlens in 2005 with a single mission, to create a world where everyone has access to eye care and spectacles.  Chen founded ‘Vision for a Nation’ a charity that was innovating throughout Africa, delivering local eye care and low-cost self-adjustable glasses to some of the World’s poorest communities.</p>
<p>In 2016 Adlens turned their attention to premium markets targeting the 45+ age group, many of whom have declining short and near field vision and yet cannot get on with traditional varifocal lenses. Adlens had invented an innovative adjustable lens technology, unfortunately, the glasses were not selling well, and customers were failing to understand their unique benefits.</p>


Adlens

<h2>Learning</h2>
<p>The project began with immersive research and interviews at a range of workplace environments. Spanning multiple countries, trade shows and different industry sectors the team sought valuable insights into how design could make Rainbow Robotics’ cobots more accessible to people and improve workflow efficiencies for a wider range of users and industries.</p>


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<h2>Leaping</h2>
<p>We observed that robotics engineers have traditionally focused on developing the emerging technology rather than thinking about the aesthetics, ease-of-use and user interface of the machine. A key finding highlighted that cobots are often too complex in use and require an engineer to set-up and operate them. A significant failing, given their success is predicated on their ability to work alongside people collaboratively in a variety of industrial settings. What was missing was a ‘human touch’!</p>


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<h2>Landing</h2>
<p>Taking inspiration from the word ‘rainbow’ the Prism DNA was born. The triangular body makes it easier to install in a diverse range of environments due to its compact design. The prism-shaped arms make the Co-bot easier to grip by hand and move during the manual operating process (teaching mode). Compared to traditional Co-bots, the RB Series naturally follows a straight line making it intuitive for the operator to recognise which direction the arm will travel in during operation, aiding close collaborative working.</p>
<p>Key features such as LED indicators on every joint give real-time feedback to enhance programming accuracy. A one-touch button on the teaching pendant ensures an error-free experience when marking the path for the RB Co-bot to follow.</p>
<p>To ensure the design and brand were aligned. A vibrant colour for the Co-bot was chosen strategically to enhance the visibility of the Co-bot in environments. The more visible a moving machine, the safer the work environment.</p>
<p>tangerine and the Rainbow robotics’ software and programming team members collaborated to create the completely new image-based GUI. The new all-in-one platform personalises the graphic interface by adapting the Co-bot’s function depending on the different type of users operating the system.</p>
<p>We also designed Rainbow Robotics’ new brand identity, including a wordmark, brand guidelines book, and marketing collateral. Helping to announce the company to its customers as a design-led organisation offering high-quality, intuitive, and innovative products.</p>


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Rainbow-Robotics-Render-06

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Rainbow-Robotics-GUI-03

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Rainbow-Robotics-GUI-02

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Rainbow-Robotics-Render-01

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Easily navigable solution to modernising current worldwide workshop capabilities. Space efficient design. Nice UX accompaniment and as a whole looks easy to use. Great approach to future needs for robotics.

It was a true meeting of scientific minds and design thinking that helped give form and function to a product that significantly enhances the user experience. This is what will drive the success of this new Co-bot within the workplace.

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Rainbow-Robotics-Render-02

<p>Pioneering South Korean robotics company Rainbow Robotics, a new venture born out of KAIST University and led by the scientists who developed the bi-pedal robot HUBO, wanted to develop their first fully designed commercial collaborative robot and build a brand identity to support it. The partnership spanned three years, involving a close collaboration between scientists, engineers, and designers based out of our Seoul studio.</p>


Rainbow Robotics

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