BMA International created Zing! – an app for internal HR use that improved the quality of life at the company for all employees. I created 2 concepts to launch the app. Since this app empowered employees to do less admin and focus more on work, the first concept used the idea of an enhanced work etiquette to position employees as supercharged heroes of the workplace. The second concept focused on the fact that the app covered a variety of benefits and wanted to avoid being seen as ‘another HR tool’ and I gave it a playful retro comic style feel using photos of actual management personnel as cartoonified caricatures for a more fun and appealing way to communicate the app. The client couldn’t choose either concept and eventually went with both.