Samsung
Branding
WEBSITE Design
Campaigns

Client: Samsung
Project Type: Brand & Interactive Design
Project Length: 12 months
Role: Creative Director

Project Overview:
Samsung engaged our team at R/GA to help close the brand perception gap with Apple and build a more unified, lifestyle-driven digital presence. The challenge: create a cohesive brand identity that could span their entire ecosystem of products, from smartphones and VR headsets to appliances. I co-led the creative team in developing a flexible, component-based digital design system brought to life through a redesigned brand and e-commerce website. In addition to the core brand work, we concepted and launched integrated campaigns for flagship products such as the Galaxy S7, Galaxy Note7, and Samsung Collections, a curated suite of devices tailored to lifestyle moments and consumer passions. As we launched more products, my team updated core components of the website design system accordingly.

Responsibilities:

• Co-Directed the creation of modular, scalable digital brand systems for cross-platform use

• Led campaign concepting for Samsung Collections, aligning product groupings with lifestyle narratives

• Managed and mentored junior designers, fostering skill development and creative growth

• Oversaw creative direction for product photo and video shoots to support campaign and e-commerce needs

• Interfaced with clients at Samsung, from Marketing Directors to C-Suite leadership