/ Samsung /
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Samsung
At a time when Samsung was producing nearly 100 different mobile phone designs globally without a consistent design language, I was asked by their Los Angeles Design Center to tackle this foundational challenge. The brief was to develop an iconic and "ownable" brand language that could unify their portfolio and evolve over time, ending the reliance on disposable, seasonal designs. The concepts shown here are a selection of the initial strategic proposals created to solve this global brand fragmentation. They were completed in our first two weeks of engagement by myself, and team at society creative.
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