Alexandre Bernelin

- Art Direction
- Creation of Option design language
- Manage and develop all company’s collaterals

MobiWire has been create in the continuity of SagemWireless but more than a re-branding this have been the first milestone of the deep redefinition of the strategy of the company.
In MobiWire has became a design centric company, on which user experience led.

In this new strategy my design manager role has became central, I was in charge of putting more of humanity into electronic devices. This was a clear revolution in our company because for the first time in mobile phone industry technology do not led anymore, users, human becomes the center of each project.

I've defined a new way to start project focusing more on the final user needs and desire than on the style of the ID. How to build a device for someone that you don't know? This user centric approach of Industrial Design helps us to choose materials, shapes, colors but also size of the screens, quality of the camera... And all those choice has been done in collaboration between designs, engineers and marketeers.

During more than 2 years I've been in charge of managing creatively a team of 16 designers based in China (Ningbo).

With this amazing team we've support SagemWireless in its moving from a features phones industry to a smartphones world. This period was a really exciting one thanks to emergence of Androïd and the end of the total supremacy of Apple and BB on Smart Phone market.

I've also collaborate pretty closely with the of the biggest MNO's design team and Portfolio team (Vodafone, Orange...) but also with A brand as LG, SHARP, DELL and many others.

In 2011 our work as been celebrated by a design award (Observeur du design---Etoile du design 2011) for an E-READER project called Binder and sold in france under the name of FNAC BOOK.