Moving Brands were approached by Nokia in 2007 to define and create the identity for their new service offering. Ovi, meaning 'door' in Finnish, enabled consumers to easily access their existing social networks, communities and content, as well as acting as a gateway to a massive range of Nokia services. It represented Nokia's vision in combining the internet and mobility, bridging the gap between devices and services. Similarly, the flexible identity system was designed to bridge the physical and virtual worlds.