Nokia was once in the pockets of over a billion people worldwide. But over the past decade, the brand has evolved, transforming into a leader in B2B networking technology. Despite this evolution, most people have continued to see Nokia as a mobile phone company.

So, we partnered with the brand on a full-scale transformation, fusing the brand’s rich heritage with a bold, digital-first identity fit for the future. When it was time to launch the new identity, we needed a platform big and bold enough to usher in Nokia’s next chapter. Enter, Mobile World Congress: the largest and most influential connectivity event in the world. The goal of the appearance was not just debut the rebrand, but also signal a renewed strategy among industry leaders.

We crafted Nokia's refreshed look by simplifying the original logo's geometry and striking the right degree of visual evolution so the iconic logo, unchanged for more than half a century, was still instantly recognizable. And, to visually represent Nokia’s purpose, the logo’s individual letters were abstracted so they only read as ‘Nokia’ when they act together.

Celebrating Nokia’s refreshed identity, the exhibition brought the updated logo to new heights: The brand’s letters were built out of three-dimensional monolithic shapes and contained beautiful evolving visuals and color sequences. Visitors traveled through an immersive tunnel within the “O” and were welcomed into the new Nokia.

To signal Nokia’s place as a B2B technology innovation leader that’s unleashing the exponential potential of networks, we needed a platform worthy of such substantial news. Mobile World Congress is the industry’s largest and most influential connectivity event. It’s attended by tens of thousands of industry decision makers and the global tech leaders who are igniting change. Alongside Nokia, we brought this transformation to life, and showed attendees how disruptive network and software approaches are pushing the boundaries of innovation to open up new opportunities.

More than 35 demonstration stands were created to showcase the latest technology and innovation of Nokia’s four business units, inspired by the new brand purpose: Creating technology that helps the world act together. Much like Nokia’s portfolio, each area was designed to have its own distinct impact while working together as a whole.

The sprawling exhibition spanned an executive lounge, a media lounge, public and private demonstration areas and dining options, and fifty meeting rooms. 

The new Nokia was revealed to the world on February 26, 2023 through the brand’s exhibition at Mobile World Congress in Barcelona. Nokia’s presence proved to be a hit, with Forbes referring to it as “the most flashworthy news at MWC,” setting the stage for an uber-successful launch week. The launch of Nokia's new logo reached over 1.7 billion across social media channels in its first week and generated over 1MM+ design media impressions. In addition, 89 percent of coverage described how the rebrand reflected Nokia’s focus on B2B.