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Samsung—Visual identity system
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Developed key visuals to distinguish Samsung's brand identity from Apple's, positioning Samsung as a fashionable brand while establishing a strong and distinctive presence in the market.
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Date: 2015
Medium: Branding, advertisement, installation
Role: Design Intern
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Back in 2010, Samsung's branding lacked a cohesive set of guidelines, especially when compared to Apple's clear and intentional approach, where products were prominently featured against black or white backgrounds, with colour used sparingly and purposefully. Samsung initially sought to mimic this strategy, but our extended research revealed that Samsung's vast array of products and technological innovations required a distinct visual voice to effectively communicate their offerings. Rather than simply emulating Apple's minimalist approach, Samsung needed a branding strategy that could showcase its diverse portfolio with clarity and impact.
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Bold
Engineered
Innovation
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What the brand has excelled
Leveraged over 70 years of experience and innovation, building a strong foundation and reputation in the technology industry up until 2010.
Developed a diverse portfolio of high-quality products for both personal use and home environments.
Created a comprehensive ecosystem that caters to a wide range of consumer needs.
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What the brand could improve
Develop a cohesive brand guideline system that integrates all product lines under a single, clear identity.
Actively promote and highlight products beyond smartphones and laptops to showcase the full range of Samsung's offerings.
Define and implement a clear, consistent tone of voice across all marketing and communication channels to strengthen brand identity.
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Featured photographs with storytelling elements next to Samsung products on a clean white background to associate Samsung with other fashion brands, build a cohesive branding system, and provoke a sense of humour or sentiment, all while highlighting the elegant design.
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Used unconventional and creative tactics to generate buzz and capture attention by integrating products into unexpected public spaces and engaging audiences.