1. A method comprising: determining, by a mobile communications device, that an icon is to be displayed at a particular location in a user interface within a non-uniform grid that allows selectable positioning of icons to arrange icons in the user interface into a non-uniform arrangement, the non-uniform grid having a plurality of locations associated with respective display characteristics that are specified separately for each of the plurality of locations, the non-uniformity derived from individually offsetting, resizing, and rotating each of the icons arranged within the non-uniform grid according to the respective display characteristics specified for the locations at which the icons are located; applying, by the mobile communications device, display characteristics defined for the particular location such that a display of the icon is changed; and displaying the icon having the applied display characteristics on a display device of the mobile communications device at the particular location in the user interface.