Orchard Campaign Identity

Introduction

The constraint was capacity: two people, four seasonal pushes, and no budget to bring an agency back between them.

Designing for the Team That Stays

A campaign that only we could produce would have failed by the second season. So the design brief was written against the team who would run it, not against the work we would hand over.

A System Rather Than a Campaign

So the deliverable was a system rather than a campaign — a fixed structure with defined variables, and templates that make the correct choice the easy one.

• The structure is fixed and only three variables change per season: palette, photography treatment and headline length.
• Templates constrain the layout, so an off-brand asset takes deliberate effort to produce.
• Every template ships with a filled-in example alongside the empty one.

Handing It Over Properly

Training was scheduled around the first live push rather than before it, so the team learned the system on work that mattered while we were still available.

• Two sessions, both spent producing real assets rather than reviewing slides.
• The team wrote the internal notes themselves, in their own language.
• We stayed on call for the first season only, by agreement.

Conclusion

Orchard ran three of the four pushes without external support, and the fourth needed only art direction.