Product Design Identity 

objective – The challenge was to carve out a unique design identity for the BlackBerry brand that is both instantly recognizable in brand and distinctively forward-looking.

solution – "The Financialist" is BlackBerry’s flagship consumer, is met here with three product offerings. A new Pearl in black & white, a touch device called The Approach, and scooped out touch screen called Shear. These concepts emphasize modernity and confidence while both pushing the language forward into fresh territory and respecting Blackberry’s brand wrapping ribbon design legacy.