In 2009, Nokia claimed almost half the global market. The business was divided into categories, each with its own design language and strategy. As Nokia prepared to streamline its portfolio as a Microsoft subsidiary using Windows-Phone OS, I was asked to create a design system integrating those business-units into a single identity that would flex across Lifestyle, Multi-media, Entry, Business, and Mainstream categories.
The creative direction came from Nokia's brand mission; "Connecting People in New and Better Ways" - finding the intersection between People and Advanced Technology as a design expression.
We created a design system with two parts that combine in an intriguing and fluid way; a digital display portion to showcase content and a physical part with superior tactile and aesthetic qualities.
The resulting design identity was then exercised across the portfolio. From emotive, expressive product lines through to pragmatic, businesslike devices flexing the design system through form, detail and CMF. The design strategy was successfully rolled out across the portfolio in 2011 as a unified identity under Microsoft ownership.
