At Fitch Design in London, Karin 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 for a new series of phones, this led to creating an entire brand experience—use of logo, tone of voice, messaging, photography, retail design, advertising, digital interfaces, online and event spaces.
A brand for Nokia ESeries was established over two years and implemented on an ongoing basis across the globe working primarily with Nokia Helsinki and New York teams as well as teams of WPP agencies. This also included an extensive brand guidelines document and global workshops to educate Nokia’s marketing teams.
