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After introducing its new brand promise sense and simplicity, Philips turned to design to explore tangible yet inspirational ways of communicating the brand promise through simplicity-led design. Philips Design created Next Simplicity; an exploration of a vision for simplicity, always keeping end-user insights, technological innovations and sociological trends at the center of focus. Innovative concepts and working models were developed around five themes: care, glow, play, share and trust with each concept characterized by its ease of use.