BACKGROUND :
The Guardian Newspaper Subscriber was looking to simplify their already complicated subscription microsite. Research had shown that the drop out rate for potential subscribers was very high due to the complicated sign up procedure already in place.

THE IDEA :
The subscriber brand had great little illustrated people which it uses for print material, so I wanted to bring this through to their digital side also. 

The idea was to make the sign up process as fun and as simple as possible.