Ericsson - Orbit
Internal Campaign
The brief
Ericsson is a global organisation of over 26,000 employees in 94 countries, with a core role in Ericsson’s innovation and delivery of network solutions. After a period of significant internal change, the challenge was to reconnect employees to the overarching strategy, foster pride and trust, and break down silos between units, while reflecting a new leadership moment under Per Narvinger.
The campaign needed to resonate with a highly skilled, technically minded audience, navigating change fatigue but still driven by innovation and collaboration.
The work
We created Orbit – a platform inspired by the concept of gravitational pull, symbolising the way people, ideas, and strategy connect. At the heart of the campaign was a bespoke logo and visual identity designed to lead the initiative.
We began by deconstructing Ericsson’s iconic ‘e-con’ emblem, then reassembling it into a propeller-like form to suggest motion and forward momentum. The campaign’s art direction drew on Ericsson’s core brand house style while introducing fresh interpretations of colour and a new graphic language. This included pill-shaped elements from the original ‘e-con’ motif, reimagined into a variety of orbital configurations and patterns.
The result was a step-change in design for internal communications - something visually distinctive and energising, yet still anchored in the familiar language of the Ericsson brand.
My role
Art direction & design
