As the product did not have any LCD information display, the archetype of the display screen was used to showcase the hero of this device - the iconic long lasting AA battery. We crafted the theme “Life-Proof” to describe the various needs scenarios the users would be faced with. The idea of “Life-Proof” was quickly adopted as the core ethos of the marketing strategy. We designed an intuitive layout with the Emergency button (for SOS calls) being the center of the button interface. The other features we rationalized necessary were a slim form factor, tactile button designs, programmable phone-number memory and the universal LED torchlight.