The Problem:

Jump into a new arena
Find a name as cool as the product

It started as a skunkworks project with two engineers in Finland and a big idea — build a camera that could stitch together a whole VR experience on the fly. Two years later the camera would be making its debut in LA. It was Nokia’s biggest product launch in years and all that was missing was the name. We had less than a month to figure it out.


The Fix:

Work directly with decision makers
Take our cues from an elegant product
Don’t miss a beat

The project’s urgency dictated that we work directly with senior management, the product and the design teams. Employing a tight process gives us the leverage to keep the strongest names on the table.

We started with the fundamentals, the things we always look for. We look for the unconventional. We look for names that put a stake in the ground, interest people, and arouse curiosity.

“It’s quite special to have a name that makes people smile.”

— Ramzi Haidamus, President, Nokia Technologies

But beyond that, the name has to deal with the specifics of the product. In this case, a camera with all the charm of a lovely alien that fell from outer space. We thought about its friendly, human like face, its beautiful and sensitive design, and how much work it strips away from the VR production process. Above all, we didn’t want to call it the Nokia Buzzcutter Professional VR Supermatic Series 1.


We wanted the name to be short, to be able to live on its own. The name that everyone loved was OZO. It was short and friendly, powerful and different. It felt alive: the Os look like two eyes. All the letters together look like a face. It was the right name — and it got there at the right time.

C. Affleck & I #testing this #powerful little #orb — the #OZO #VR #Camera #Nokia ?

A photo posted by Christopher Sibley (@chrissibley8) on

“OZO is just great! It’s short, visual, memorable, friendly and creature like—just right for our product. Feels like an old friend right from the start.”

— Paul Melin, VP Digital Media, Nokia Technologies


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