Establishing HMD’s digital identity beyond Nokia with precision and flair.

Challenge

In February 2024, HMD Global made a bold move by launching its own brand identity and migrating to hmd.com. This shift impacted every customer touchpoint—including their website, emails, and app—requiring a new infrastructure.

However, HMD needed to move to a new domain without losing their Google rankings, sales, and traffic in the process. From avoiding drops in keyword rankings to keeping backlinks intact, the migration demanded several SEO and analytics considerations. The challenge was twofold: creating and launching an impactful brand identity while maintaining domain authority.

For Luxid, rebranding was more than a logo change—it was a full-scale website overhaul, designed to resonate with Gen Z. To ensure a smooth transition without disrupting the user experience, Luxid meticulously reviewed HMD’s site links, email configurations, and the ‘My Device App’. This prevented old touchpoints from affecting operational stability and causing content freezes.

Solution

We kicked off with a focused impact analysis, syncing teams regularly and reviewing key components to prioritize. Rather than rebranding from scratch, designers and developers applied high-level changes to the most important foundational elements first (such as typography, colors, and grids), and then reviewed the impact before developing a launch version. By taking an agile and conscious approach to technical debt, we were able to deliver and launch on time and refine afterwards.

We refreshed HMD’s identity, balancing innovation with continuity by enhancing the site, emails, and the mobile app, while ensuring consistency. Our architects and developers assessed the impact of the rebranding and domain change, updating key components, meeting deadlines, and planning for future improvements.

A streamlined email template structure, including dark mode, improved user experience and communication during the brand launch. And foundational updates to the mobile app, aligning with the new identity, enhanced content management, and marketing flexibility.