Telia Company

Challenge
In 2016, Telia unified its brand across the Nordic and Baltic countries with a shared visual identity. It was a big challenge because several large and established telecom brands had to be rebranded under the Telia Company identity almost overnight. Different business units also used various digital platforms for their websites, which made it difficult to create a consistent UI and user experience across markets.

Solution
As the business owner of Telia’s global brand portal, I helped lead the development and rollout of the brand identity across all markets, with a strong focus on digital platforms. I developed visual guidelines based on the brand strategy and owned the creative and brand direction across all markets, ensuring a unified and consistent global brand identity.

The work included establishing global UX principles and UI components to support a consistent and easy-to-use experience across Telia’s websites and apps. We launched a centralized digital platform that brought together UI components and brand guidelines in one place, enabling teams to work within a clear and structured framework. This reduced the need for ongoing communication and simplified creative decision-making across the organization.

Result
With over 7,000 users and external partners accessing the cloud-based brand platform, Telia successfully maintained design consistency globally across digital and physical touchpints. By creating new guidelines and design elements, and supporting product owners, UX/UI designers, developers, and agencies, we ensured that Telia’s digital presence became cohesive and aligned globally. Improved collaboration across teams further enhanced Telia’s brand operations, ensuring a seamless and engaging user experience, while reinforcing its position as a leading telecommunications brand.