Alarmist is a Smart Alarm app. The objective was to create an alarm that could utilize GPS with a complex algorithm to construct traffic estimates, allowing calculation of the time a preferred route to an appointment would take, and then allowing the application to adjust the alarm time accordingly. The app primarily targets working class males, aged 20–30, in the $25,000–50,000 income range, as a market that is used to “flying by the seat of their pants”. Alarmist is unique because it provides a service technology has not risen to meet yet, but which remains within reach. A tone-on-tone blue gradient is used to create the sense of morning, and to add energy and a more contemporary feel to the piece. Triangles divide the space into unorthodox, but engaging, shapes, bringing the alarm more into a trendy design, and less into the classic clock app; this keeps with Android’s history of innovative navigation solutions. Submenus are kept clean, and standard, so as to make deeper navigation by touch easier, and to create a more familiar layout for Android smartphone users. Type is Gill Sans for its historic reference to transportation, and the culture that the Underground design has inspired.