While working with Fitch Design in London, Karin Loglisci led the global account for Nokia Eseries, the business segment of Nokia. Nokia Eseries had a strong logo but an unestablished brand; the benefits of the product were unclear to customers. Starting with packaging design, this led to creating an entire brand experience—use of logo, tone of voice, messaging, photography, retail design, advertising, digital interfaces, websites and event spaces.
A brand for Nokia ESeries was established over two years and implemented across the globe working primarily with Nokia Helsinki and New York teams as well as teams of WPP agencies. This included an extensive brand guidelines document and workshops to educate Nokia’s marketing teams.