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Project Overview: Spearheaded the strategic design and brand development of LYF, a disruptive smartphone OEM brand. From the ground up, we built LYF into a powerhouse - priming the first million customers of Reliance Jio, achieving a remarkable $1 billion valuation and securing the position of India’s third largest smartphone selling brand in a mere six months. This success is a testament to the leadership team’s unwavering commitment to excellence and innovation. Special kudos to Isha Ambani and Caroline Seifert.
Objectives
- Create a disruptive smartphone brand from ground up
- Prime the first million customers for Reliance Jio
- Develop comprehensive brand and design strategy
- Build an integrated ecosystem of devices and services
Key Initiatives
- Brand Development
- Created brand naming and identity
- Developed comprehensive packaging design
- Established print and digital applications
- Implemented cohesive brand strategy
- Design Innovation
- Led trendspotting and speculative design
- Created intuitive user experiences
- Developed comprehensive service design
- Integrated ecosystem approach
- Connected LYF Ecosystem
- Mapped landscape within Jio ecosystem
- Integrated smartphones with network infrastructure
- Developed smart device integration
- Created seamless service connectivity
Team Leadership
Led a talented team of designers including: Abhishek Verma, Arjun S, Chander Kohli, Jit Mukherjee, Jose Barrera, Rhitam Das, Rohan Talwalkar, Roman Wratschko
Collaborated with cross-functional teams:
- Marketing
- PR & Communications
- Devices
- Sales
- Internal & External Partners
Innovation Impact
The team’s work resulted in:
- $1 billion valuation achievement
- India’s third-largest smartphone brand position
- Successful launch of first million Jio customers
- Comprehensive ecosystem development
- Industry-leading brand establishment
Outcome
Through strategic design leadership and innovative thinking, we successfully built LYF into a powerhouse brand that not only achieved remarkable market success but also set new standards in the smartphone industry. The seamless integration with Jio’s ecosystem created a lasting impact on India’s digital landscape.