While employed at Fitch Design in London, I led the global account for Nokia Eseries, the business segment of Nokia. Nokia Eseries had a strong logo but an unestablished brand. It was also unclear to customers what the benefits of Eseries were versus Nokia Nseries and outside competitors. Given a starting project of designing retail displays, our team at Fitch soon convinced Nokia that they were missing a brand story and experience not only for retail but for all customer touch points. The packaging design for a new series of phones led to an entire brand identity system to create an overall customer experience – use of logo, tone of voice, messaging, photography, retail design, advertising, digital interfaces, online and event spaces to reach consumer and B2B audiences. This was established over two years and implemented on an ongoing basis across the globe working primarily with Nokia Helsinki and NY teams as well as teams of WPP agencies. This also included brand guidelines and global workshops to educate Nokia marketing teams.