SAMSUNG UK
2020 SOCIAL REBRAND proposal
The brief was to create an owned approach for the social channels of Samsung UK. A totally new look & feel that spikes during launches & lives on sustain comms as part of always-on content.
This led us to a huge social rebrand for a UK-owned social identity that aimed to build affinity with consumers through a new visual language grounded in Samsung UK. This included bespoke iconography for each new product, a typographic treatment, a set of fail-safe rules around photography and videography, product treatment and all social best practise guidelines.
Creative, art direction, branding, design, motion graphics
ICONOGRAPHY
We created a bespoke social language by designing symbols as official brand iconography. These are used as a consistent graphical language to support products and/or campaigns.
Each product/category has its own social language (icon) that can be leveraged across assets. They can be used as subtle background elements in stills or animation to reinforce and highlight key messages. See mood film below.
ART DIRECTION
Our overarching approach to the art direction was to take cues from current design trends used in the fashion and sports industries- an aesthetic which would best appeal to Samsung's youthful demographic fitting equally well with other cultural fields highlighted in their target audience.
The easiest way to endorse this trend was with authentic photography, thinking carefully about the pictures we chose to use in our content, alongside big, bold graphics & typography that help tell the story, all the while staying true to our visual language to link back to the product.
TYPOGRAPHY
We developed a simple, graphic style of large, unapologetic type, with short, sharp bursts of animation and repetition to ensure our content was always as dynamic as possible. Leveraging layering, large-format typography and animation to ensure all our social assets felt bespoke to the social landscape they live in.
HQ ASSETS
A big part of the brief was to treat above the line assets from Samsung HQ with our branded approach to redesign them for social best practice. Working within global brand parameters, campaign and product content from HQ was optimised for mobile, bespoke to each platform and adhered to best practice.
photography
& VIDEO TREATMENT
We wrote a set of rules around social imagery which stated that photography should always feel real and not overproduced - authenticity is a major currency in a world of social that has become disillusioned with the glossy varnish of Insta-Life.
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Whilst Samsung HQ assets have their place in graphic treatments, imagery produced specifically for social should always be humanistic, connecting on a more emotional level.
#Frommywindow
The brief was to drive engagement with @SamsungUK during the COVID-19 lockdown with a creative platform that showcases the new Samsung S20 camera capabilities and has the ability to extend engagement beyond the pandemic.
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To embrace the current situation and turn lockdown into a creative challenge for all, we encouraged followers to ‘STAY APART. STAY SAFE. STAY CREATIVE.’ with #FromMyWindow.
This UGC campaign, created and produced entirely remotely was kick-started with a series of established Samsung influencers who all attempted their own #FromMyWindow submission before the challenge was then open to all, inspiring members of the public to embrace their creative flare and turn their everyday view into a piece of observational art.
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This campaign has since been shortlisted for Best Audience Engagement Campaign in the 2020 UK Social Media Awards.
campaigns
SAMSUNG X
UNDER ARMOUR
Samsung partnered with Under Armour to launch a new fitness watch. We showcased the new art direction using lifestyle imagery, editorial layout, subtle animation and typography to support on social.
