Emma Hauldren MA RCA

Hurled into lockdown with a newly formed global design team, I set myself the task to connect all of the innovation labs with an initiative we call, ‘Living Studio’ — a collaborative space that encourages inspiring discussion about design from London, Detroit, Melbourne, Palo Alto, Shanghai and São Paulo.

A talk given to the D-Ford design studios that explored the meaning behind our creative culture, with examples that bring these values to life.

Creative director for the redesign for all Babylon brand assets and supporting guidance that contributed to a new design system UI toolkit. This work will enable Babylon to scale across the world ensuring consistency and coherence for a unified brand identity.

The babylon system icons are used to support the communication and navigation across all digital channels, and are part of the new visual language, each carefully curated and designed to express the unique characteristics of the Babylon brand to a global audience.

Taking icons back to their purest form and function with simple metaphors to create a clean, unobtrusive experience for people, with the development of geometric shapes to give a stronger unique identity.

View Brand Guidelines: https://dna.babylonhealth.com/

View Design System: https://dna.babylonhealth.com/ui-guidelines/icons

The mission of Babylon Health is to put accessible, affordable healthcare into the hands of every human being on earth. As the business scaled, it became critical to design and build a global brand site and design system so that all the emerging hubs could access the refreshed brand assets, new component library and supporting guidance. This provided the foundations for the new design language to be consistently and globally applied across all Babylon’s products and services - communicating a personalised service that will change the way people approach their health. 

View Brand Guidelines: https://dna.babylonhealth.com

Click here to see the development of the brand assets and new design language in more depth.

Internal comms and bringing the vision to life. Initiating a monthly Experience Design email sent out to our global community, sharing and celebrating the latest from Design. The computer stickers were most popular with the added domain name for a gentle reminder of the site. We worked closely with Marketing and Sales to stress test the new brand assets and guidance to help the designers apply the vision to their marketing and sales material.

Visual material created for a brand elements workshop to inspire and to trigger conversations

For reference: Old Babylon branding 2018

Creation of a global content managed digital design website joining to the Vodafone Brand site for one place to access guidance and assets across all brand, marketing and design. Work involved designing content to realign with the recent Vodafone rebrand, revised guidelines, an email communication channel to all global markets and the development of a component library in Sketch for Vodafone’s digital app products, services and web channels.

Document to show ‘The Wall’ and my ways of working to map out the project and content. A method that provided a way to share the process and to get input from colleagues and key stakeholders.

The creative brief for the design of the monthly email updates. This gave the global markets an opportunity to be aware of the very latest work from Vodafone Group.

Contribution to the strategy and implementation of ‘TOBi’ - Vodafone’s virtual AI assistant, across all apps and services. Instrumental in the introduction of a natural language and conversational user interface, so that Vodafone’s products and services will be ready for future uptake, ahead of competitors.

Leading a team in London on Vodafone’s new business venture: Vodafone V. This is an expanding portfolio in the internet of things, consisting of smart products, services and wearables. I headed up all creative across this project, driving the strategic vision for Vodafone and pioneering a design-led approach across Brand, Product, Marketing and Design. In doing so, I have encouraged these four areas of the business to work together more closely, for consistency in application.

Mapping out the strategy and story

Onitor Track is an innovative biometric data-driven product designed to aid weight loss for women.

Creation of the brand vision for this technology company in the health wearables sector. Encompassing apps, web and social. Leading a group of designers and developers to deliver this vision. Driving the principles and future strategy for the company, as biometrics and wearables evolve, helping to establish Onitor’s role within the future of health. Working collaboratively with sales, engineering and product marketing to meet key deliverables. As Design Director my role was to oversee all digital creative for the product and service.

Onitor strategy document

For reference: Old Cloudtag product and branding

Forming the communication bridge between key stakeholders across the business, elevating Design as a major differentiator to our competitors.

Editor and art director for a digital portal developed to help share the design thinking, stories and innovation behind Microsoft’s products and services for sell-in, brief creation and global campaigns using film, written articles and podcasts.

View pitch deck here

View partner pitch deck here

Paint 3D is a refresh of Microsoft Paint, an application from Windows 10 Creators Update. It enables 3D modeling and printing, along with View 3D, Windows Mixed Reality, Holograms, and 3D Builder.

Working within the Windows creative team, my role was to design the strategy and user flows for how 3D Paint could be embedded into the extended Microsoft suite of applications and 3rd party apps. (e.g. PowerPoint, Skype and Facebook). Insights from user research carried out on Generation Z, the predicted early adopters, informed the design drivers.

To aid communication, diagrams of flows, key mock-ups, storyboards and campaign concepts were visualized to help inform, give direction and build excitement to the design, marketing and sales teams for collaboration and implementation.

An intensive 48 hour hackathon with a purpose to deliver an immersive, innovative and imaginative solution that challenged the conventions around old age and hacked new ideas to improve the quality of all aspects of later life for this generation and the next.

“Things shouldn’t be age exclusive, but age inclusive”.

Auriens #LaterLifeHacks Hackathon

In 2013, the design of our products and services became a key brand differentiator. To inform Product Marketing, Sales and Global Communications, a yearly document was produced from interviews and workshops conducted within Design. The content documented the design process from concept to production and captured the portfolio intent two years ahead. This work formed the foundation for tailored design communication and briefs across the business to elevate the design stories internally and externally.

Instrumental in driving the use of metal instead of plastic in the design and production of Windows Phones, giving hands-on creative direction proposing future concepts for the Microsoft portfolio. Prototyping these concepts as products.

‘Project Metallica’ is an exploratory project, focusing on aluminium material finishes and potential technologies for the hardware of our future portfolio of products. These ‘functional finishes’ were driven by user needs, such as how to: aid grip, diffuse scratches, reduce heat and disguise the antenna.

My ambition was to do for metal what we did for polycarbonate: make it as beautiful as it is functional.

View Full Presentation

Communicating the design stories of Nokia’s latest products and services to support the marketing team and external advertising agencies for global campaigns. Contextualizing the key design messages into various touchpoints intended to spark debate, fire the imagination and to share ideas and concepts.

Nokia Lumia 1020 campaign concepts

Nokia ‘Originals’ campaign concepts

Marko Ahtisaari, Head of Nokia Design, talks about the design approach behind Nokia's latest flagship phone.

By 2012 the design of Nokia’s products were seen as a key brand differentiator and a request from Sales initiated a film with Marko Ahtissari, Head of Design, to explain our design approach and innovation behind the Lumia 920. The film went viral and received over 550,000 hits on YouTube with further coverage from The Verge.

Due to the success of this, I was made head of film in Design and subsequently curated several other external facing film projects.

View Design Film

Pitch Presentation

Content curation and art direction for the Nokia Design story.

‘Out of the Blue’, is a publication from Nokia Design. It gives a compelling overview of Finnish design - past and present. I led the content and art direction for the Nokia Design chapter, which outlined their approach and culture, helping to define Nokia’s portfolio.

Read full story here

Nokia history timeline

Editorial gathered from interviews across Nokia Design

Since its launch in 2013, the original Nokia 105 has sold at a rate of 100 a minute. In a film shot at our London Design Lab, Peter Griffith, Head of Microsoft Phones Design, explains how rethinking the mobile phone has made the Nokia 105 a winner with entry-level consumers and smartphone owners too.

Editor and art director for the film. Conducting interviews with telecoms sales people, we uncovered insights about the rise of the $20 phone with smartphone owners wanting a secondary, 35 day battery life, ‘festival phone’.

View Design Film

Mapping out the design story for editorial and film

The fundamental philosophy and approach behind all of our design work.

Editor and art director for an internal film commissioned by Stephen Elop, Senior Vice President for Microsoft Devices to the Microsoft community. The film was to establish Stefan Pannenbecker as our new Head of Design and to explain our key design principles that bind all our work together to create a coherent portfolio and clear brand offering.

Creating a coherent portfolio and clear brand offering.

In 2006, I was brought in as part of a newly formed team to unify Nokia’s vast portfolio into an integrated brand offering. The team’s mandate was to provide the tools to create a consistent portfolio of products across handsets and accessories for fifteen global design sites. By 2012, we had achieved our goal and our portfolio looked and felt like it had been designed by one hand.

Two sites were formed to aid Nokia’s diverse portfolio of products into a unified brand offering. Creating cohesion across the organisation’s global design.

Design DNA Website. Communicating Nokia’s design approach, principles, brand assets and guidance.

DesignSource. A website that aggregated all software and hardware assets and guidance across all areas of Nokia Design.

Peter Griffith, Head of Mobile Phones Design, talks about the design story behind the three new members of the Asha family.

View Design Film

View film script

Pitch presentation proposing a new product concept for the reinvention of a classic mobile phone. Creation of a mock campaign to support Product Design to help sell in their concept to internal stakeholders by contextualizing the product offering.

Design film commissioned by Marketing for the launch of the Nokia Asha 501.

Peter Skillman, Head of Mobile Phones User Experience and HERE Design, talks about the design approach behind the first in a new generation of Nokia's Asha smartphone family.

View Design Film