Client Overview
Telia Sonera (now Telia Company) is one of the largest telecom groups in the Nordics. In 2015, the company underwent a major brand transformation led by Wolff Olins (London) — repositioning from a traditional, government-associated brand to a bold, customer-centric, and digitally focused identity. The rebrand introduced a vibrant and flexible visual expression tailored for digital media, featuring colorful “pebbles,” a custom typeface, and a brand promise: Closer to what matters, unconditionally.
Project Goals
The goal was to translate the new brand identity into a scalable global design system for Telia’s digital platforms — websites and mobile applications — that could be rolled out across multiple markets. The system needed to support consistency across markets while allowing for local flexibility and platform-specific adaptation.
My Role: Design Lead
As Design Lead, I was responsible for guiding the digital implementation of the new brand, working closely with internal stakeholders, developers, and external agencies. My focus was on ensuring that the digital design system upheld the integrity of the brand while being practical and adaptable for real-world use.
Key Contributions
Global Design System – Led the design of a component-based system for Telia’s digital platforms, ensuring alignment with the new brand.
UI Components – Created scalable interface components for web and mobile applications across markets.
Digital Guidelines – Developed design principles for layout, typography, color usage, and interactive elements in line with the brand’s creative expression.
Cross-functional Collaboration – Worked closely with product owners, developers, and external partners to ensure technical feasibility and visual consistency.
Outcome
The result was a robust and flexible digital design system that enabled Telia to launch a unified digital presence across its international markets. The system ensured a cohesive user experience and a modern brand expression that reflected Telia’s new identity — bold, vibrant, and built for the digital age.
Design system
Animated details
