Visual communication work for this handset went beyond body design to include package design, documentation, marketing promotion, and everything in between, in a coordinated effort. These mobile phones use Sony Ericsson terminals, based on the Premini® brand strategy. To cultivate a coordinated and refined world view for target users, who are true to themselves and value authenticity, after taking a fresh look at the role of design in product development, our efforts yielded tangible results, in real products.