June 2012

Which ROAR?

The client came to us with an idea to set up a new communications provider company, but they needed a name and identity which would set them apart from established competitors, such as British Telecom.

From the very start, they wanted a brand and visual identity which would reflect their local roots ethos and honest approach to communications.

As a small fish in a massive aquarium, they wanted a strong brand and visual identity which would make them a stand out as a worthy competitor in an industry dominated by convention.

In typically valiant fashion, the ORB hero squad threw on their capes and stepped in to deliver the full package.

What ROAR?

Everything kicked off with an ORB Drawing Board Session. We stripped things back to basics to get under the clients skin, understand their aims, and find out what makes them tick.

It quickly became apparent that they were nothing like their competitors. They had a completely different attitude, mindset and approach to what they wanted to do for their customers. They didn’t want to stand along side them, but position themselves in an entirely different league.

After bouncing ideas off the wall and giving our in-house illustrator a work-out even the most seasoned arm-wrestler would quiver at the thought of, we eventually settled on the concept of the ”mouse that roars”.

ROAR is the little guy with the big voice.

Once we’d settled on a name which everyone loved, we put our thinking caps back on and starting working on the logo. Our illustrator was still recovering from the Drawing Board Session (and because we’re nice) we got everyone in the studio involved to start playing around with Indian ink.

Admittedly, some logos were awful (not everyone’s a natural born artist) and some were good. After several pots of Indian ink spent, and several shirts stained, we found a logo which went from something originally quite aggressive, to something softer that was the perfect subtle contrast to the new animalistic name.


Central to our concept of the little animal with a big roar, we put together a visual identity which directly reflected this ethos.

The photography was shot in one place and on location with Terry the cock, Daphne the goat, Scooter the Jack Russell, Lillie and Ellie the ducks, and a pair of chicks.

Rather than focus on just using a mouse, we wanted to use timid animals which could easily be adapted as the company grows nationally, and potentially, internationally. A city like Derby, which has a Ram as a city symbol could roar just as well as a duck in Birmingham. Similarly, a wallaby could roar its way around Australia, and a penguin could easily roar its way around the North Pole.

The client loved the idea of using portraits of real animals to reinforce the message. Rather than using animals which typically roar (which would have felt a little obvious), we decided to rope in the most highly-paid farmyard models money could buy. They were a prissy bunch, but they quickly settled down when they realised they were the center of attention.

Hell Yeah! ROAR

From start to finish, this whole process was full of Hell Yeah! Moments, but the defining revelation came from our Drawing Board Session, and the realisation of the name, ROAR. It might not be to everyone’s taste, and some may say it’s a little too direct, but it works and that’s what matters most.

It’s been a real labour of love for us at ORB, one that had us stick to our guns on a number of occasions as the concept wasn’t easily palatable by the client, but our belief and absolute conviction really left them with no other choice but to join us on this little adventure – one that, gladly, has really been embraced by the client and their customers.

ROAR-ing good video

To celebrate the launch of ROAR we were also tasked with helping to create a video that would explain who the client was and what the company did. You can see behind the scenes and the final video below.

We used everything we’d learnt from the brand development to come up with a concept and help with the art direction. Despite our efforts to make farmyard animals speak English, we eventually relented and brought in male model Ricki Hall to help present the video – his beard, black country accent, and heavily tattooed appearance helped to create a focal point, while still resonating with the ROAR personality.

Hell Yeah! ROAR. Go roar like a mouse.