The project
At its peak, Nokia had one of the strongest sonic assets in the world: across the globe, Nokiatune was played roughly 20,000 times every second. However the global brand team realised that a static sonic logo was not enough.
We audited the entire Nokia brand, its touchpoints and 15 other major global brands, and created sonic guidelines for Nokia – going from the description of the default Brand Voice to the correct pronunciation of ‘Nokia’ and ‘Ovi’, and how to balance local creativity with global consistency. Nokia’s brand was clearer and more effective as a result, with many new sonic assets being created.