The Social Science of Design DNA
Mobility means free and easy movement. Yet to the surprise of Nokia, the world leader in mobile technology, its brand design was neither freely nor easily moving forward.
A brand has to grow. So with dominance stalled, Nokia looked to BMD for help in moving beyond technology as its primary factor of supremacy and differentiation.
Inherently observational and interpretive, the project purpose rang clear: redefine “Nokia-ness” and compose an image catapulting Nokia’s DNA to the next level of clarity.
Everything was called into consideration: trends, touch, interfaces, customers, competitors, materials innovation, social behavior, product offerings and, ultimately, the tools of communication.
Our explorations redrew the lines of connection. Phone to people, company to culture, brand to change.
A communication guidebook delineated all critiques, reflections, recommendations and visions.
The pursuant strategic platform rewrote the company’s mission, given life and motion in a BMD-produced video screened at the all-hands meeting.
Nokia-ness in motion.