Nokia needed a killer app for their N-Series phones that could compete with iPhone.
The Nokia N-Series phones had superior cameras, superior video and superior sound. NokiaviNe used GPS tracking to create a path along which the user could drop photos, videos, music and notes for others to find. Like Pokemon Go, NokiaviNe created an alternate map of the world in which users could share culture that was invisible to the normal world.
The code name for NokiaviNe was Lifetracker. The original interface used GPS paths with standard points to show media. Nokia’s guidelines contained several unique graphic shapes, one of which was a leaf. Once you added the leaf to the GPS path it created a vine like object. The vine became a single visual system for the interface and the identity.
The name, NokiaviNe emphasized the N-Series phone, could be contracted to viNe, which became the verb for GPS/blogging.In this system you can’t separate the name, from the graphic language, from the UI from the identity.
Nokia viNe became a bench-mark of a new way to create digital identity in a world where Brand Loyalty is replaced by interface loyalty. NokiaviNe won a Cannes Gold Lion, was best in book for creative review.
The Team
Marc Shillum, Design & Creative Direction – R/GA Brand Development Group
Virgilio Santos, Design – R/GA Brand Development Group
James Temple, Creative Direction – R/GA London
Nathan Cooper/Airside, Demo – R/GA London