Project Orange was a highly anticipated project involving the redesign and development of a brand’s website. The old website felt… well, like a forgotten orange in the back of the fridge. Project Orange was our mission to revitalize the brand’s online presence and give it a promising new digital face.
My role as the brand manager was to manage the project, lead the team of designers and developers, and ensure that the final outcome of the website aligned with the brand’s identity and addressed the pain points of the clients and consumers. I also had to ensure that all these were done within a set timeline.
The Initial Vision vs. Reality: The First Cracks
We envisioned a seamless, intuitive experience, a digital space that truly echoed the brand’s core values, the brand’s messaging, visual identity, business goals, and most importantly, user experience. I wanted it to meet these standards while still being… you know… chic.
Here came the first challenge: we experienced a communication breakdown with the design team. The initial design concepts, while visually appealing in a way, felt… disconnected from the core of the brand. It was like trying to fit a square orange into a round hole. It just wasn’t working, and even stakeholders didn’t like the design. My initial reaction was a knot of frustration. We had spent weeks articulating the brand’s essence, and it felt like that hadn’t landed.
The designers had felt what they delivered would align with what was projected for the brand, but it did the exact opposite. I was now faced with the challenge of communicating to them in a way that they would understand.
Navigating the Maze: Key Takeaways Emerge
I discovered that communication may sound very easy to carry out, but it can be a hard nut to crack when it comes to working with teams and working on projects. You need to be sure that what was communicated is the same as what was understood by the receiver. I realized that simply handing over a brand guideline wasn’t enough. We needed active participation in the design discussions, constantly reiterating our brand story and target audience.
I also experienced a certain level of pushback from the designers because they didn’t like how I presented the feedback from stakeholders. Even though I felt… it had more to do with my gender than the feedback itself. The designers were all men, and some had a hard time taking feedback from a lady. I had to… find a way to make them do what I wanted without actually making it look like I was telling them what to do. I learnt the immense value of fostering open dialogue and mutual respect between the teams. Regular, honest feedback, even when difficult, proved invaluable.
Project Orange taught me that the initial plan is rarely the final product. We had to embrace iteration, be open to feedback, and be flexible enough to adapt to unforeseen challenges and evolving needs.
We had initially shown the designers a sample of how we wanted the final product of the design to look like but upon completion of the first iteration, it was far from what we wanted, and we had to go back to the drawing board.
The Turning Point
The turning point came during a joint workshop where we had to bring a fresh set of eyes into the project (another designer). He walked the design team through actual user journeys, highlighting some pain points on the old site and the aspirations for the new one. The way he explained it and seeing it from the user’s perspective seemed to click for everyone.
This just taught me that we needed to listen more when it came to collaborations like this. We do not just listen to respond, but listen to actually understand what different people are trying to communicate.
The Final Outcome and Lasting Impact
Project Orange ultimately delivered a website that truly reflected our brand’s personality and significantly improved user engagement. The lessons from Project Orange have become ingrained in my approach to any digital project. I now prioritize early and consistent brand integration, fostering true collaboration, communicating clearly & listening to understand while keeping the user experience at the forefront.
Project Orange was more than just a website redesign; it was a journey of learning, adaptation, and the reaffirmation that a strong brand voice, coupled with a collaborative spirit, can navigate even the most complex digital landscapes. And yes, we finally got that vibrant orange we were aiming for.
Ekele Okpanachi
Posted on 8:31 am - May 15, 2025Wow, Christiana!
Reading about Project Orange was so inspiring. I’ve always believed in you, and this just reminds me why. The way you think, lead, and stay committed to getting things right is truly amazing. I’m really proud of you. Keep going, you’re made for great things!
Christiana Ogaba
Posted on 12:08 pm - May 28, 2025Thank you for the encouraging words Okpanachi.
Okonji Fabian Ugochukwu
Posted on 1:00 pm - May 28, 2025“The initial plan is rarely the final product”. This statement packs a lot for me because from my own little experience managing student lead initiatives I can relate.
It was really insightful seeing how you surmounted the challenges that came with the project.
Congratulations on the completion of the project and thank you for sharing your knowledge.
Christiana Ogaba
Posted on 7:45 pm - June 10, 2025Thank you for your contribution, Fabian. Like you said, the initial plan is rarely the final product. We continue to unlearn and relearn where necessary.