A new service start up requires an application UI as well as brand development.A difficult aspect of this service is that its many functions are difficult to convey to users.The service content neds to be simply described and the large amounts of information need to be organisedfor ease of understanding and for clear communication.

I decided to use icons as the main concept.The advantages of icons are that they can simultaneously show functions and meanings, and can be communicated instantaneously to users.Icons can also be used at the same time on a web site and on iphone apps, and can also be effective when used in printed promotional materials.The problem of how to express voluminous content in words is resolved by icon-based design.

A major Internet news service ran a story and it was favorably evaluated.The story got 1500 users and 30,000 page views in one week.