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ORBINE

Positioning, messaging, identity and website for a relationship operating system that keeps people, opportunities, commitments and next steps in one place.

Services
  • Brand Strategy
  • Positioning
  • Messaging
  • Identity
  • Website
Sector
Relationship software · Web and iOS
The orbine.app homepage: the headline “Your Relationships Shouldn’t Depend on Your Memory.” above the ORBINE app’s home screen, shown with fictional demo data.

The Challenge

The category splits two ways: digital business-card apps that stop at the first exchange, and complex CRMs built for sales teams. ORBINE needed to be understood as neither — a relationship system for people who want to manage relationships, not just leads.

The Strategy

  1. Decision 01

    Position it as a relationship system, not another CRM.

    The brand separates the contact record from the relationship around it: how you know someone, what you promised and what should happen next.

  2. Decision 02

    Lead with a problem people already recognise.

    The site opens on memory and follow-through — “Your Relationships Shouldn’t Depend on Your Memory.” — before it introduces a single feature.

  3. Decision 03

    Keep personal and business relationships distinct.

    One relationship system, two contexts: personal relationships stay private, and the right ones are deliberately promoted into business when the context changes.

Selected Work

Website · Messaging · Identity · Responsive

Website

Homepage and product sections at desktop width. Product interface shown with fictional data.

  • The orbine.app section “A Contact Isn’t the Relationship.”, comparing a plain contact card with an ORBINE relationship record for a fictional person.
    “A Contact Isn’t the Relationship” section
  • The orbine.app “How it works” section: five steps from Capture to Opportunity, with the Capture step’s connections screen.
    “How it works” section

Messaging

Headlines from orbine.app.

  • Your Relationships Shouldn’t Depend on Your Memory.

  • A Contact Isn’t the Relationship.

  • Know What Needs Your Attention.

Identity

Primary logo.

  • Primary logo

Responsive

Selected mobile view.

  • The orbine.app “A Contact Isn’t the Relationship.” section at mobile width, with a fictional contact card.
    “A Contact Isn’t the Relationship” · mobile
Brand Strategy

What your brand stands for, who it is for and why it should be chosen — defined clearly enough to guide every decision that follows.

Start with a conversation.

A Strategy Session is the quickest way to find out where your brand stands and what is worth doing next.

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