Nokia: Vine

Credits:

Type of Entry: Corporate or Brand Identity
Category: Corporate Identity Schemes - Large scale
Title: VINE
Advertiser/Client: NOKIA
Product/Service: CELL PHONE
Entrant Company: R/GA New York, USA
Design/Advertising Agency: R/GA New York, USA
Creative Credits
Name Company Position
James Temple R/Ga London Executive Creative Director
Marc Shillum R/Ga Director Of Branding
Nathalie Huni R/Ga London Associate Creative Director
Virgilio Santos R/Ga Design Director
Neil Starr R/Ga London Senior Copywriter
Ennio Franco R/Ga London Visual Designer
Carla Echevarria R/Ga Creative Director
Kathrin Hoffmann R/Ga London Senior Interaction Designer
Ben Doran R/Ga London Flash Developer
Rasmus Knutsson R/Ga London Junior Visual Designer
Kevin Sutherland R/Ga London Techncal Director
Nicolas Le Pallec R/Ga London Flash Developer
Michael Potts R/Ga London Presentation Code Developer
Darren Savage R/Ga London Planning Director
Tomas Vorobjov R/Ga London Flash Developer
Neil Duggan R/Ga London Quality Assurance Engineer
Claudia Bernett R/Ga Interaction Design Director
Anthony Wickham R/Ga London Group Account Director
Dylan Connerton R/Ga London Senior Producer
Krystal-Joy Williams R/Ga London Associate Producer
Details
Brief Explanation:
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.
Describe the brief from the client:
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.
Description of how you arrived at the final design:
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.
Indication of how successful the outcome was in the market:
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 .