Orange Amps hires agency to tune up online presence

Orange Amps, the British amplifier brand used by Stevie Wonder, Jimmy Page, Tony Iommi, Noel Gallagher and many others, has appointed a new digital agency to overhaul its global online presence, aimed at tapping into its rich heritage as well as boosting customer experience.

Leeds-based digital agency Flaunt Digital has been briefed to undertake a full redesign and redevelopment of its websites, merging Orange Essentials and Orange Amps into a unified, 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 ecommerce platform.

It will showcase the brand’s legacy to new and existing customers alike, and aim to make it easier than ever for users to explore and purchase.

The refreshed site will amplify Orange’s global proposition, blending functionality with a 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 expanding 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, Orange continues to shape the sound of modern music from studio to stage.

Orange Amps managing director Sarah Yule 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.

“The Flaunt Digital team has been supportive, and full of creativity throughout the process; it gives me huge confidence in their ability to deliver.”

Flaunt Digital head of creative Hannah Thompson added: “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.”