TONE Mobile

Kindness for your first smartphone. Organizing reassurance and ease of use from three angles.

We planned, directed, and produced the website for TONE Mobile. TONE was born from a partnership between TSUTAYA and FreeBit. As an MVNO service, it is a mobile business whose strength is developing and rolling out everything from device to service to lifestyle from scratch, rather than being merely a cheap mobile service. For the website’s presentation, we placed at the center the appeal of three things — 1) that it is TSUTAYA’s phone, 2) a phone children can carry with peace of mind, and 3) a phone gentle even to those holding a smartphone for the first time — organizing the way information is assembled simply and clearly, and expressing the service’s stance on the website too.