The First Else
Client: Else Mobile LTD.
Year: 2010.
Creative Direction & GUI: SugaPusher

In the real world, we can take diffrent actions in a single space and in continuous time. In the mobile phone space, we need to go through a door, take an action,
go back through that door and pass another door to take another action.

The First Else graphic interface is an attempt at softening that rigid perception of in and out, of back and forth.
It allows for, and indicates, a smooth, uninterrupted flow of natural human actions with a desired outcome, just like we saw in sci-fi movies.

We tried to design an interface that would make the device indeed an extension of the body, using a single thumb to move between various ways of communicating and acquiring knowledge, as well as within each and every application.

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