The mission of this project was to optimize Pantech’s existing app store to the TV environment and create a unique identity for it. We focused on creating a user friendly UI by planning the shortest route for the cursor to ensure quick and easy access to the key functions of the TV, using the remote control. We also tried to keep the “playful” tone coming from its name “AppsPlay”, yet add a touch of “Modern” to its motif to give it a premium identity unique to the TV interface – using diagonal lines and polygon shapes, but playing with the subtle tones of light and polish to express the soft glitter in our GUI motif.