The challenge was to design a visual identity that carried the Nokia brand into the world of music phones. A big statement was needed in order to attract the attention of a 13-25 year old target audience who for some time had been immersed in a Sony Ericsson brand story. In parallel, the design solution needed to strike the right balance between a device that spoke music whilst being unmistakably Nokia.
In response to a rapidly growing market area, I was hired at Nokia Design to develop a new visual identity for Nokia’s brand of 'Express Music' phones.
Nokia 5500 & 5300 Express Music Phones
Making a Bold Design Statement to Break New Markets
In order to stand out on the shelf, the look of the phone intentionally challenged the norms of mobile phone design with a radically fresh color and material spec. The gloss white surfaces, contrasted with an intense band of color rubber defined a look previously never seen before in a market awash with black and silver plastic. Other key features included the 3 music keys by the side of the display that automatically launch the device’s music player
Nokia
Injecting Luxury into mobile devices
Tetra Pak
Face-lifting a design classic
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