Enter password
Enter password
Samsung Masterbrand
Samsung Masterbrand
Samsung Masterbrand
Identity
Art Direction
Identity
Art Direction
Role: Graphic Design
Client: Samsung
Team: Graham Sykes, Jordan Taylor, Erin Wilson, John Woodward, David Obadare, Alan Rojas, Emma Schiffer at LANDOR
Role: Graphic Design
Client: Samsung
Team: Graham Sykes, Jordan Taylor, Erin Wilson, John Woodward, David Obadare, Alan Rojas, Emma Schiffer at LANDOR
Samsung is one of the most recognised brands in the world. But global scale can quietly erode the personality that made a brand worth knowing in the first place. This project set out to define a new creative spirit for the Samsung masterbrand, one that could speak across every product division while giving each its own room to breathe.
The idea at the centre is the Double-Take. Work that lands instantly, then surprises on closer inspection. A clear statement followed by an unexpected detail, a tension that rewards attention and leaves something behind. It draws from a distinctly Korean sense of wit, playful and knowing, and translates it into a creative system sharp enough to travel globally without losing its character.
The result is a brand spirit that sits above product and category, giving Samsung’s communications both clarity and soul.
Samsung is one of the most recognised brands in the world. But global scale can quietly erode the personality that made a brand worth knowing in the first place. This project set out to define a new creative spirit for the Samsung masterbrand, one that could speak across every product division while giving each its own room to breathe.
The idea at the centre is the Double-Take. Work that lands instantly, then surprises on closer inspection. A clear statement followed by an unexpected detail, a tension that rewards attention and leaves something behind. It draws from a distinctly Korean sense of wit, playful and knowing, and translates it into a creative system sharp enough to travel globally without losing its character.
The result is a brand spirit that sits above product and category, giving Samsung’s communications both clarity and soul.
Samsung is one of the most recognised brands in the world. But global scale can quietly erode the personality that made a brand worth knowing in the first place. This project set out to define a new creative spirit for the Samsung masterbrand, one that could speak across every product division while giving each its own room to breathe.
The idea at the centre is the Double-Take. Work that lands instantly, then surprises on closer inspection. A clear statement followed by an unexpected detail, a tension that rewards attention and leaves something behind. It draws from a distinctly Korean sense of wit, playful and knowing, and translates it into a creative system sharp enough to travel globally without losing its character.
The result is a brand spirit that sits above product and category, giving Samsung’s communications both clarity and soul.
AI-generated images are for conceptual purposes only.
Not for commercial use or final deliverable inclusion.
AI-generated images are for conceptual purposes only.
Not for commercial use or final deliverable inclusion.
The wit only deepens with context. A Galaxy Flip ad installed beside a diving pool, its folding form mirroring the athlete's tuck. A refrigerator campaign that never shows the product, only a man proudly holding a zucchini the size of a small child. The more you notice, the more deliberate it feels.
The wit only deepens with context. A Galaxy Flip ad installed beside a diving pool, its folding form mirroring the athlete's tuck. A refrigerator campaign that never shows the product, only a man proudly holding a zucchini the size of a small child. The more you notice, the more deliberate it feels.
The wit only deepens with context. A Galaxy Flip ad installed beside a diving pool, its folding form mirroring the athlete's tuck. A refrigerator campaign that never shows the product, only a man proudly holding a zucchini the size of a small child. The more you notice, the more deliberate it feels.
