Nokia
Date
2022-2026
Details
Created with Lippincott, EMEA
Disciplines
Brand Refresh
Design System
Web Design
Project Brief
Overview
Driving Nokia’s digital platform as a global B2B tech powerhouse
The Challenge
For a decade, Nokia had operated as a B2B networking leader with groundbreaking technology, yet the public still saw a phone brand, a perception holding the brand back as it seeks to grow in the enterprise market.
Solution
As Nokia pivots, we transformed its identity and key experiences to showcase a new evolution of the brand. The new digital-first identity goes further with a bold color palette and cinematic photography, shining a light on Nokia’s innovation, expertise, and commitment to driving the next era of connectivity.
Reinvigorating a new Nokia
We reinvigorated Nokia as a strategic partner and a global B2B tech leader through a rebranded identity and system. The logo’s individual letters are abstracted to only read as ‘Nokia’ when they join together. Individually, they become bold amplifiers interacting with technology.
Globally leading connectivity in the AI era
Each part of the visual system represents Nokia building the critical network infrastructure the world relies on, powering their customers with advanced connectivity, and delivering performance and security for an AI-driven future.
Reinventing perception
This rebrand tackled a perception problem, not purely an aesthetic one. The new identity, cutting-edge visual system, and abstracted letterforms that only read as "Nokia" when acting together, made that strategic shift visible, signaling a connected enterprise infrastructure rather than a single consumer product.
Delivered for scale and impact
According to WPP Media campaign tracking, the 2023 design refresh drove measurable shifts in how enterprise decision-makers saw Nokia. Brand awareness increased, over 90% of those exposed to the campaign became more likely to recommend Nokia, and the brand moved from seventh to fourth place among its competitors. More evolution to come soon.
