Frame

Two-in-one device concept design

It is time for a new form factor – one that prioritizes focus over distraction, and durability over fragility. Designed for forward-thinkers, Frame facilitates mindful connection while encouraging deep work.

This concept addresses the major friction points of modern mobile usage: the endless scroll, eye fatigue, and the gap between consumption and productivity. It presents a vision for a device that respects your attention. Beyond the digital experience, the hardware design integrates a stand and robust durability, eliminating the need for bulky protective cases.

The Two Modes:

Connect (Closed): A full-featured smartphone featuring an integrated stand, raised bezel, and a soft-touch, case-free chassis.
Focus (Open): A distraction-free e-ink tablet. No backlight. No video. Just a paper-like canvas to read, write, and sketch.

Logo and Visualization Approach

To align with the product concept, the visual identity required a modern, minimal, and focused approach. We selected ITC Avant Garde Gothic Pro for its geometric precision, combining it with a versatile logomark that embodies the brand name and the philosophy of intelligent simplification. This combination creates a cohesive visual system that resonates with the target audience.

Minimal and abstract shape format

Evolved from hand-drawn studies, the mark explores fundamental geometry. I stripped away excess detail to strictly align with brand guidelines. The result is a minimal, bold visual anchor balancing organic origins.

Rotational symmetry and functionality

Since Frame is used in both portrait and landscape, the mark relies on rotational symmetry. This ensures the logo maintains visual consistency and brand integrity regardless of the device’s orientation.

Bringing the unfolding concept to motion

The motion identity must convey the narrative “Unfold to Focus.” We calibrated the animation’s pacing to mimic the device’s physical opening, translating hardware mechanics directly into digital motion.

Blending UI design and 3D motion graphics

As the first interaction, “Awake” plays a crucial role in creating a positive user impression. The 3D scene derives its palette from core brand colors, while subtle UI motion establishes hierarchy—guiding the eye naturally to the fingerprint sensor and clock.

Basic but unique and essential features

Integrated stand

The innovative integrated stand enhances the user experience, eliminating the need for external accessories or separate docks.

Raised bezel

A subtle elevation at the screen corners, combined with the device’s soft-touch body, creates a durable design intended to be used case-free.

Color options

A curated palette follows the brand’s minimal approach, offering four elegant and distinctive choices, balancing the device’s modern, industrial aesthetic.

Virtual product shot

Modeled and rendered in Blender, the virtual product shot precisely demonstrates the device’s highlights as intended. This workflow also allows for seamless animation and the creation of alternative colorways without compromising visual consistency.

Music Production

Produced in Cubase, the original music combines a bright, positive mood with modern styling. The instrumentation, featuring electric guitar, pitch effects, and digital beats over an underlying drone synth, creates a vibrant, promising, and epic composition.

Visual excellence

The story of Frame is best told through spectacular visuals that highlight the unique capabilities of this two-in-one device. The screenshots below are curated frames from the promotional video.