Creating a Global Website That Brings Together Orange Amps’ Brand and Ecommerce Growth
Creative
Orange Amps is a globally recognised sound equipment brand
With a rich heritage, loyal customer base, decades of innovation behind them, and a product catalogue that sets the benchmark in its category, Orange has built a reputation for quality, craftsmanship, and cultural influence through its connection to artists, musicians, and creators worldwide since 1968. As the brand continues to evolve and expand across international markets, its digital presence must accurately reflect both its legacy and its ambition for the future.
Orange approached Flaunt to design and develop a new global website
Orange wanted something that was going to redefine their online presence, with a website that worked both as a place for brand storytelling and a commercial platform, balancing inspiration and performance.
We were chosen for our strategic approach to design-led commerce, our experience delivering high-performing Shopify builds, and our ability to collaborate closely across our internal teams to deliver a scalable, future-proof solution.
The objective was to move away from a fragmented, dated experience and towards a slick, unified platform that elevates the Orange brand, celebrates its heritage, and makes it easier for users to discover and purchase products.
The Challenges
Our approach is collaborative, transparent, and strategically led
We began with a research and brand immersion phase, working closely with Orange’s internal team to fully understand the brand, its audience, and its competitive landscape. Insights from this phase informed the creative direction, UX strategy, and content hierarchy.
From there, we developed multiple moodboard-led concepts, allowing Orange to explore different levels of brand expression before committing to a final direction. This ensured alignment early in the process.
High-fidelity wireframes and designs were created for both mobile and desktop, ensuring consistency across devices while respecting how users behave differently on each. Designs were shared via Figma to streamline feedback and amendments.
For the development side of the project, we decided upon Shopify as the website host to enable a faster time-to-market, lower ongoing maintenance, and easier scalability across regions. Shopify provides a simple, intuitive CMS for internal teams that can be upgraded and scaled as the business grows. There’s the option for multiple currencies and locations, as they work with over 100 payment providers, giving customers the freedom to choose their preferred payment method, with a streamlined checkout process and built-in fraud analysis that flags issues before an order is fulfilled. These attributes were the best suited for Orange Amps’ needs, allowing for a sustainable new site that can be scaled to their desires.
Throughout the project, we focused heavily on website performance, accessibility requirements, and SEO best practices to ensure the site is frictionless, inclusive, and optimised for strong search performance.
The Outcome
A bespoke Shopify theme, tailored exclusively to the Orange Amps branding. We focused on creating a premium theme to match the brand, without sacrificing the user experience. Because of this, we looked into analytics and decided to take a mobile-first UX approach (whilst maintaining a rich desktop user experience) as this was the primary conversion device. We used a template-based design system, which utilises interchangeable blocks, so that the team at Orange could scale their content with ease and efficiency across the site.
We undertook some deep technical SEO and analytics integration to protect organic performance and enable smarter decision-making post-launch. Following this, we provided a robust digital UI/UX toolkit and guidelines, ensuring long-term consistency across future content and campaigns.
We provided a platform designed not just to launch successfully, but to evolve alongside the Orange Amps brand
The site can now support new products, campaigns, and markets, all while enabling Orange to be able to amend and create products and new pages on the site.
Overall, we increased brand credibility and trust through a more premium, unified digital presence, which resulted in improved user engagement and product discovery across mobile and desktop. Orange has seen stronger conversion performance, driven by clearer navigation and optimised user experience.
Moving forward, Orange now has a scalable, future-proof platform that reduces the reliance on development for everyday updates and clearer insights into user behaviour through enhanced analytics and tracking.
Choosing to partner with Flaunt Digital was based on their real and authentic enthusiasm for the project and their customer-centric approach, which aligns perfectly with our aspirations for the new global Orange Amps website. We were keen to respect our rich heritage but also deliver something that feels fresh, intuitive, and content-rich. We are all excited to experience the finished product, which we believe will be class-leading. The Flaunt Digital team has been helpful, supportive, and full of creativity throughout the process so far. It gives me huge confidence in their ability to deliver.
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