The brief
Nullius sells refurbished Pixel phones running GrapheneOS, with a custom finish. The challenge was making buyers feel the problem of surveillance, then trust a small brand enough to buy online.
The approach
- Opened with a 'surveillance ambush': the screen fills with tracking alerts before cutting to total silence.
- Used a scroll-driven product launch to reveal the phone, its finish options and what makes it private.
- Kept the design stealthy and minimal to match the product, with clear pricing and a simple buy flow.
- Wrote plain-English explanations of the privacy features for non-technical buyers.