Palm was the first company to bring the world to the palm of your hand. However, in the intervening years, with the proliferation of smart devices, being connected at every moment started to feel a lot less like freedom and more like a dependency.

Palm has re-launched to fix this—with a phone that empowers you to be both connected and live in the moment, in perfect, balanced tandem.


From our deep well of research around smartphone dependency, social media distraction, and mobile product design, we found an opportunity for Palm. The opportunity to inspire the world to be both connected and present with ultra mobile experiences. We defined ultra mobile as ultra portable, accessible, and focused on action over consumption. By positioning Palm as ultra mobile, we give consumers the ability to be more heads up than heads down, but never disconnected—the ability to ‘never miss out’ on any front.

With our strategy as the foundation, our verbal identity expanded upon our brand purpose to ‘never miss out’, building stories from the primary benefits of Palm as ultra mobile. These stories revolve around its portable design, intuitive accessibility, and Palm’s ability to keep you connected without ever being consumed, so you can still be immersed in life.

Visual Identity

With our brand promise defined as ‘never miss out’—to showcase that a truly mobile lifestyle is possible—we needed to visually represent Palm in a way that inspired such action. Thus, the Palm logo is a symbol of ultra mobility and independence. It is simultaneously sturdy and flexible, expanding and contracting based on its environment or context, plus it’s flexible enough to contain, highlight, or hero.

Our photography art direction also captures movement. Through the lens of fashion and lifestyle, our subjects are always in the moment and on the go—whether that means jamming out, working out, or going out.

“The Palm logo illustrates something ever present in life, it conveys the many ways life makes us adapt, keeps us moving.”

Rishi Shourie / Principal + Creative Director