Samsung: Transforming Brand Perception through Product Storytelling
My Role & Agency
Associate Creative Director, R/GA
Goals & Challenges
In 2013-2014, Samsung developed a line of appliances featuring new technology and high-end aesthetics, aiming to build its brand perception as an innovative, design-conscious leader in the home appliance market. We dubbed this the "Wow Project" as we pursued a transformative branding concept. Our primary challenges included ideating without full product details (due to confidentiality) and navigating communication barriers with international stakeholders, complicated by language and cultural differences.
Solutions & outcomes
To bridge the communication gap, we documented every decision, simplified discussions, and broke down large topics into prioritized tasks. To elevate the brand, I began visualizing a "Samsung Home," as a luxurious home environment to showcase Samsung's latest products. Collaborating with the 3D CG team, I crafted architectural details, lighting, and decor that conveyed the elevated Samsung brand. Our design team strategically placed products like curved TVs and appliances from the Architecture Series within this home setting, using lighting and interior design elements to highlight appliance features and quality, creating compelling storytelling for their eCommerce site and social media campaigns.
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In 2014, the site launched in the UK, establishing a branding and storytelling approach that became the foundation for introducing Samsung's future high-end products. Our work marked the first step in positioning Samsung within the premium product category.
Product Storytelling
When conceptualizing each product story for video and web layout, we focused on highlighting the product’s unique shapes and features. Our goal was to find the right visual elements to complement each product. For instance, we used ornate and colorful scenery from Thailand to create a dramatic contrast with the simple, flat-screen TV. For the curved TV, we mirrored its shape with the flowing movement of the Aurora Borealis.
Designing Samsung Home with 3D CG
Although the original ask was to create a better way to tell product stories for this new luxury line, I initiated elevating the brand to differentiate it from other budget brands. I developed a ‘Samsung Home’ concept to create a luxury home experience for an interior space with upscale lighting, architectural details, furniture, etc. By creating a 3D space with sourced 3D stock objects, we were able to create an environment that conveys a luxury brand look and feel, resulting in the elevated brand reputation that Samsung needed.
Transforming Brand Conception with Social Media
By creating a 3D space for product placement, we produced high-end images showcasing various perspectives, lighting, and moods. Leveraging social media to share these images helped Samsung boost site visits and position itself as an approachable luxury brand.
