Creating a digital user experience as personal and straightforward as speaking to "that guy."

"Miles" is a brand identity created for a non-binding cellular service provider. Recognizing the retiring baby boomers as its target pool — who are now traveling extensively — the provider offers pay-what-you-use, non-binding sim cards as their main products.

I decided to create a brand that focuses on delivering a solution as painless and fast as possible, and the answer is Miles. Miles is that go-to local guy who can answer your questions when you visit a new place. Miles is that good-hearted fella who is smart and patient, and makes you feel good about yourself. By turning the brand into a relatable person, the goal is to create a connection with the clients by offering the ease-of-mind of non-commitment.

The website is designed to take away the "fancy things" often found in trendy websites, and simplify decision making down to a minimum, there will never be a need for the "kids-computer-help-line." 

Client: A Shillington conceptual brief

May 2017