Before a visual scheme had even been chosen for Tangerine, Concrete was assigned to bring the brand attributes and corporate values to life within the company’s office spaces. Concrete articulated the brand characteristics in words and matched them to visuals, dramatizing the Tangerine brand with a diverse palette of visual elements, both two-dimensional and three-dimensional.
The design system employs a multitude of words, graphics and images that convey Tangerine’s brand attributes in a way that is authentic, animated and inspirational. One office wall contains the first name of every employee in the company, while another showcases their digitized portraits. Other spaces utilize such visual elements as strips of laser-cut plexiglass and neon light.