hip

hip, a communications giant, was trying to market smart phones to an older demographic. The task was to create a home page that was inviting, simple and frankly, unintimidating, to older people and would engage them and persuade them to try hip.

The dilemma was to be fun and engaging without being condescending. To generate genuine
curiosity via the design. So the main color choice of bright orange was warm and welcoming and
the photography was fun and playful, hinting at a simple UX. Everything was easy and intuitive,
and that included the design.