Our brief was to create a visual system from concept through implementation that unites disparate products under a single recognizable look and feel, inviting reconsideration of the brand. This included:
_Showcasing premium details and features through product visuals.
_Associating the brand and products with the bold attitude of millennials through lifestyle photography.
_Creating environmental graphics that built excitement among tech media and enthusiasts at Samsung’s product reveal event.

Overarching design principles were extended to each product, creating a new visual identity that is unmistakably Samsung:
_A bold foundation of black and white creates visual impact.
_Dynamic typography, inspired by the graphic quality of Korean Hangul characters, boldly celebrates product attributes.
_Artful product photography uses metaphor to reinforce important characteristics of the devices.
_Lifestyle photography captures the bold attitude and proactive “doer” nature of the target audience.

The campaign was revealed at Samsung’s Unpacked event, which was attended by global tech media, enthusiasts and influencers. Engaging environmental graphics of product, lifestyle, and typography visuals were prominently displayed in the event space and featured throughout the visual presentation. Assets are used in high impact OOH installations, print and digital media across 100+ countries, resulting in global consistency and a bold unified visual system applied to multiple Samsung products.