Leading British guitar amplifier manufacturer and legendary British music brand Orange Amps has appointed Leeds-based digital agency Flaunt Digital to deliver a new design and development project.
The collaboration marks the beginning of a new chapter for Orange’s digital presence as the company undertakes a full redesign and redevelopment of its global websites, merging Orange Essentials and Orange Amps into a unified, elevated online experience.
The new site aims to tell the Orange story like never before, focusing on optimising user experience and embracing Shopify as a new e-commerce foundation. It will showcase the brand’s rich heritage legacy to new and old customers alike, while making it easier than ever for users to explore and purchase. The refreshed site will amplify Orange’s global proposition, blending seamless functionality with a bold visual identity that reflects the brand’s legacy of innovation and craftsmanship.
Founded in 1968 by Clifford Cooper, Orange began as a music shop and recording studio in East London before transitioning into an amplifier manufacturer – initially due to the need to create a small transistor amp that could be used with headphones due to complaints about the studio from neighbours. Since then, Orange has remained one of the most recognisable names in guitar and bass amp designs for over five decades. Known for its signature tone and used by artists ranging from Jimmy Page to Stevie Wonder, Orange continues to shape the sound of modern music from studio to stage.
Hannah Thompson, head of creative at Flaunt Digital, said: “We’re absolutely thrilled to be partnering with Orange on the design of their new website. As we delved into the brand archives, we were excited to see the number of iconic musicians who’ve used their equipment, showing Orange’s legacy and cultural impact.
“The creative direction we’re developing highlights their rich history with a concept that’s both energetic and playful, while being grounded in a visually refined design system. The new site will not only celebrate the brand’s heritage but will also elevate the presentation of their products through immersive, story-driven design.”
Jamie Shields, chief technical officer at Flaunt Digital, added: “We’re really excited to partner with Orange to deliver a cutting-edge, multi-territory Shopify website to bring Orange’s online presence to a whole new level. We have loads of cool, creative ideas for this project which we only get to pull out of the bag on brands like Orange, so watch this space!”
Sarah Yule, managing director at Orange Amps, said: “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.”
