PROJECT: New name for Nokia’s top-of-the-line 8800 mobile phone.

THE NAME: State of the art, a work of art.

POSITIONING: The new Arte and Sapphire Arte, mobile phones that are truly works of art, among the most beautiful consumer objects available.

VISIT: Arte

PROJECT: Name for a new eco-friendly mobile phone.

THE NAME: Move boldly into the future; transformational; a call to action.

POSITIONING: Nokia wanted a name that would describe the environmental benefit of this particular model, but also serve as a rallying cry for environmental awareness both within the company and among consumers.

VISIT: Evolve

PROJECT: Create and evocative name for the Nokia 8600 mobile phone.

THE NAME: Roman goddess of moonlight who was often represented as a mysteriously captivating beauty encircled in a soft, yet radiant light.

POSITIONING: Luna is the prefect name for this phone, with its radiant lighting effects and mysterious, otherworldly beauty.

VISIT: Luna

PROJECT: Name for a Nokia CDMA mobile phone carried in the U.S. by Verizon.

THE NAME: Mystery, illusion, cool.

POSITIONING: The central positioning concepts for this family of phones, from the entry level to the high end, is mystery, illusion, paradox, transformation, and “more than meets the eye.” The name for this sleek, compact, entry-level fold phone, Mirage, embodies these themes.

VISIT: Mirage

PROJECT: Name name a new double electric breast pump.

THE NAME: A soft, close connection.

POSITIONING: The name had to be warm, approachable, and map to the harmonious nature of pumping two breasts at once, as well as emphasize the close connection between mother and baby. Affinity aptly conveys both the literal and emotional cues that represent this product, as well as acknowledging the great affinity between the company and its loyal customers. The soft sound and similarity to “infinity,” the symbol for which is curvy and breast-like, add to its resonance.

VISIT: Intrigue