Design > Corporate or Brand Identity
VINE
R/GA, New York / NOKIA / 2009
Awards:
Overview
Credits
Overview
BriefExplanation
To help Nokia establish the Nseries brand as an indispensible utility for consumers that allows them to record and share their life experiences—from photos and videos, to music and text messaging—all geo-tagged to their paths in life.
ClientBriefOrObjective
The challenge was to intuit a brand language from the consumer's behaviour, while fitting it naturally to the Nokia family. We developed a visual language that was not only elegant and brand appropriate, but that was inseparable from the functionality of the interface. Nokia viNe is the first time the brand design serves as both the identity and interface of the application. In the grand tradition of design, we wanted to create something that was both useful and beautiful. The ultimate objective was to craft a design that was iconic, where the functionality is intuitive and engaging for the user.
Effectiveness
The results of word of mouth exposure and organic search results; no media drives the viNe campaign. And yet, from November 11, 2008, when viNe launched, through January 12, 2009 there have been:- 6,464 viNe application downloads - 884 viNe widgets embedded in websites- 4,533 registrations to the viNe website- 1,093,710 page views of Nokia’s viNe site- 151,563 visits to the viNe site —146,076 unique visits daily- 7,572 viNe embedded widget events.
Execution
We designed from the bottom up, first understanding the behaviour of the user, then creating a visual language that seamlessly combines the naming, brand design, interface and functionality. The daily trails people make on maps are vines. The multimedia they use throughout their day are the leaves. This functional metaphor has the emotional connotations for a useable, intuitive interface. The brand design becomes the experience itself.
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