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Designing the future of phones

Continuing its long-term relationship with PDD, information and communication technology giant Fujitsu asked for help in defining the visual brand language for the ideal mobile phone. 

The Japanese company wanted a phone for today that incorporated features from the future - a mobile with a fresh look and feel, new functionality and an innovative interactive experience that would stand out in a crowded market. To tackle this, PDD used three concurrent streams of research: insight, semiotics and trends. The first uncovered the needs and desires of current phone users. The second yielded an understanding of the global market - including competing companies' differentiation strategies and their respective visual brand languages. The third identified the opportunities that would arise from the expected evolution of the global market. 

PDD developed 'seed concepts' based upon the different target markets (ranging from businesswomen to silver surfers) identified in the research. Each of the seeds developed by PDD provided Fujitsu's designers with a springboard for innovative thinking, while encouraging a focus on the phone's functional and interactive aspects.

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News & Insights


‘Insight Driven Innovation’, PDD features in New Design Year Book 2017

Vassilios Kanellopoulos talks to New Design magazine about PDD enjoying another successful year creating innovative products, services and experiences for clients the world over.


A rewarding start to the year!

It’s been a great start to 2016. The first quarter is not yet over and already PDD has 3 new prestigious design awards to its name. PDD’s work with the health & personal care brand Swisslux and the Zyliss kitchenware brand has been awarded with Red Dot design awards. This was followed by a German Design Award for the Testo 870 Thermal Imager.