The SSR series provides internet access for LTE/4G smart phones and a host of other next-generation products. With this product’s global relevance in mind, we created a worldwide design language to position Ericsson as the premier purveyor of smart data routing technology.

The unique cable management comb was designed to look good when empty, but also perform flawlessly when the device is fully populated. Worldwide branding of these systems is a unique challenge with little banner space and limited surface elements to work with.

With both 20 and 10 card systems in the line, StudioRed was chartered with creating a look that could scale between devices. Where possible we made individual physical components of the design compatible across the line of products to keep tooling costs down.

In order to show the SSR 8000 family off at trade shows, Ericsson tasked us with making full scale prototype units, complete with prototype switching cards, detailed right down to the individual ports and blinking LED indicators. When completed, we built up heavy duty crates and shipped the units off for tours around the world. These served as an invaluable tool to generate excitement and ultimately increased sales for Ericsson.