Rethinking Canada’s once flagship brand

At the dawn of the smartphone, BlackBerry was the dominant force and had a stronghold of the marketshare. As years passed, new competitors began to emerge and over time their product offering took a pivot. While their brand is still recognized as a smartphone company by consumers, the reality is they actually license to third party production. Today, BlackBerry is a leader in enterprise software and security.

As the business shifted and the website took shape, it offered a lot of content but was difficult to navigate and understand. Visually it lacked consistency, and with endless brands and products represented, it was a real challenge for users to get an understanding of what was being offered, or find specific information they were searching.

The goal was to re-establish BlackBerry to a tier-1 brand, with bold positioning, a clear product offering, distinct visual expression and an enhanced user experience.