Samsung → Global Design System, Brand + E-commerce
To support Samsungs transformation from a cold consumer electronics giant to a lifestyle brand with a strong relevance and voice in culture, we knew we had to create a framework that was both modular and infinitely scalable, and customizable. We developed a design system based on modular building blocks that can come together in various formations to support a diverse set of needs.
Traditionally Samsung has interfaced with its consumers via its big-box retail partners and has gradually built up its product leadership in the US by bringing the best tech, at reasonable prices, to the masses. With the emergence of direct-to-consumer shopping behaviors, Samsung had an opportunity to develop a direct relationship with its consumers but had to rethink its approach to the brand in order to fit in.
A monumental effort went into gathering requirements and organizing and preparing stakeholders for the redesign. We worked in lock-step with Turner Duckworth while developing the new brand identity work. We presented an overarching vision to get alignment, which we then set out to work towards as a unified team.
In 2015, Samsung underwent a complete brand identity overhaul. Reorienting the brand around the consumer and finding its place in culture meant it needed a flexible design system that could support both best-in-class e-commerce and innovative brand story-telling. Together, we developed a modular design system, which supported shoppers throughout their purchase journeys and gave Samsung a platform to build its brand.
Helping Samsung move at the speed of their campaigns and product launches.
We developed a framework that drives a full spectrum of campaigns and promotions integration. Sometimes a new brand idea takes over entirely, and other times we're simply supporting a promotional period for e-commerce.
How do you create a system that supports the needs of one of the biggest consumer electronics brands in the world? Like the periodic table, we created a library of modules that can be combined and re-arranged to make unique components to fit the needs of various teams in the organization.
We developed a living, single source of truth for all brand identity documentation, which was easy to find and easy to maintain.
