During late 1997, Nuovo first formally proposed the creation of a luxury mobile phone brand, which eventually became known as Vertu. Working alongside his associate of many years, Dr. Peter Ashall, a full business case and go to market proposal was prepared, and then, in 1998 was accepted with funding and core technology supplied by Nokia. While maintaining duties as Nokia Design’s Vice President and Chief Designer, Nuovo also led the creative development of the Vertu brand identity and product portfolio as Creative Director and Principal Designer. Vertu launched to the public in Paris in January 2002. Nuovo led the successful creative direction during its growth and success from its inception in 2007 until his departure from his role in 2012.