SAMSUNG approached rice to help them launch an ambitious new project. The company would create a Vietnam-based network and sim-card. The offer would be a highly streamlined user experience domestically, but especially while traveling internationally.

We developed a brand strategy and the name "simple". The name based on the experience, was the mission, and the singular driving force behind the brand and visual identity. Simple is a technology company that specializes in communication.
We believe in improving lives by simplifying the tools we use to connect.
—keep it simple.