Project
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Project Spring
Project Information
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Spring
Studio/Client
Nokia
Capacity
Creative Director
Collaborators/Photography
Peter Guenzel
Collaborators/Motion
Universal Everything
Discipline
PackagingBrandingArt directionEnvironmentalMotion
The brief/solution
Nokia was renown for high quality, low-cost phones in emerging markets, where brand loyalty remained high. The business identified an emerging trend in more mature markets, whereby a young audience wanted a durable secondary device, a device to complement their Smartphone, that synced with their content, though could be used anywhere, at any time, with ease and confidence.
Working closely with the business we reflected on the various brands and environments under discussion. Strong consideration was given to impulse purchase within various retail channels, kiosks, counter tops, pop-up shops and outdoor event sales (e.g. festivals, beaches).
We wanted to deliver an energetic, fresh, youthful experience The identity needed to also work across a number of touch points that would also include digital and physical.
We developed a number of brand experiences, that used various motion assets, which in turn themselves played with different emotional states to build awareness and recognition.
The identity was used sparingly with pops of colour and form to complement the device itself.