OPEN | SAMSUNG GALAXY
RELAUNCHING ONE OF THE MOST VALUABLE BRANDS WORLDWIDE
Without a brand purpose, Samsung Galaxy’s value eroded to rational product communications. Openness has been Samsung’s core value — it has enabled more creativity, innovation, and freedom by producing technology with fewer boundaries and limitations. So, we created Life opens up with Galaxy.
With this new purpose, Samsung became the first non-US brand in Interbrand’s top 5 most valuable brands.
Categories: Brand Design, Strategy, Film, 360
Role: Creative Direction, Ideation, Copywriting, Art Direction
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The Galaxy Belief
We’re all born with a beautiful bias toward openness
Open to anyone
Open for everything
Open with whatever thing
Galaxy was created to be as open as we are
To make impossible innovations possible
To connect devices, brands and people without limits
Open to all, exclusive to none
So everyone can push forward, equally
Because the less boundaries the world has
the farther we all can go.
Life opens up with Galaxy.
Global Brand Launch
The platform was launched globally by Dr. TM Roh, President and Head of Mobile Communications Business at Galaxy Unpacked.
The Playbook
CONVEYING “LIFE OPENS UP WITH GALAXY”
We designed a playbook to guide all agencies and Samsung partners worldwide. It established how Galaxy’s new brand platform was reflected in its Visual Identity System and across all touchpoints.
Global Product Launch
GALAXY S20 FAN EDITION
Here is a very small sample of the global work we produced. Launch film of S20 FE, featuring the song Dynamite, from the record-breaking boy band BTS.
Video
