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Rishi Gupta, Regional Director: Middle East & Africa, Nothing, explains how Nothing broke category norms with bold design, innovation, and visually iconic storytelling that puts the product front and centre.
Most smartphones today feel like copies of copies. But Nothing isn’t playing that game. In an era of short attention spans and same-same tech, the brand is flipping the script. With visuals, minimalism, and video storytelling, Nothing has carved out a bold identity that actually gets people excited about phones again.
“Ten years back, there was a lot of fun in devices, and now there’s no fun. So we said that we will bring back the fun again and will redefine the visual branding. We are so obsessed with our product and the details that the entire epitome is the product in each creative,” says Rishi Gupta, Regional Director: Middle East & Africa, Nothing.
Rishi Gupta took the stage at Vibe Marketing Tech Fest, Dubai 2025, to share how Nothing broke category conventions and redefined visual branding to build one of the most visually iconic tech brands.
Three things Martechvibe learned from his talk;
Design is the Differentiator
In a sea of lookalike smartphones, Nothing stands out with transparent hardware, iconic glyph lighting, and human-led visuals that make the product the hero. Every design detail, from packaging to UI, reinforces the brand’s unique visual DNA.
Community Isn’t a Buzzword, It’s the Blueprint
Nothing invites fans to co-create, from product concepts to packaging design. Over 8,000 crowdfunders now act as brand custodians, with elected observer boards and quarterly reports. The result? A loyal, engaged user base that behaves like insiders.
Content That Cuts Through
Nothing treats every product drop like a cultural event. Its creative playbook includes visual experiments (like octopuses and insects in ads), micro-videos showcasing product features, and a rejection of traditional ad formats. All made to captivate in under three seconds.
Watch the full video here.
