Samsung ✕ Voraco
Samsung Business
(North America)
Brand Guidelines
Image Architecture
Product Icons
Key Visual Concepts for Various
Digital Marketing Campaigns
2017-2019
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Simple takes work.
Redesigning the brand expression for a global corporation is no small feat. Especially when you have to navigate complex B2B offerings while steering clear of the strong B2C influence. It demands strategic rigor and creative flair. And a resolve to solve the right problem.
When the wheel needs a simple reinvention.
In 2016, the global Samsung brand underwent a massive update. With innovative product offerings, led by a new brand expression and design language, the Samsung B2C brand was gaining new heights. However, the communication for the Samsung B2B brand was still stuck in the past, struggling to catch up. Even as their offerings expanded to new products and services for businesses, the messaging and visual designs were too obtrusive. A complex brand guideline made things worse.
That is when we were asked to create a new user-friendly brand identity for Samsung Mobile Business—a series of technology solutions designed to add value to businesses by offering them mobility, security, freedom and flexibility in their operations.
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Brand Guidelines
Image Architecture
Product Icon
Simple done right.
We conceptualized a brand narrative that established the core tenets of Simplicity, Connectivity and Mobility. This inspired us to design an identity which was simple yet distinct and own-able. We then created a visual design system and image architecture that was easy to understand, simple to implement and flexible enough to evolve and adapt to the changing business landscape. It enabled Samsung to build a seamless experience across physical and digital touchpoints, unlocking new ideas and solutions in diverse markets.
Sculpting the brand’s visual identity.
As the overarching B2B strategy evolved, the need for ‘Mobile Business’ descriptor seemed redundant. The identity was always anchored on making everything simple – subtracting the obvious and adding the meaningful. We removed the superfluous gradients and crafted a set of intelligible tools that included a brand tone of voice, a refined typography, a more purposeful use of color, new icons, illustrations, and photography guidelines. These visual and verbal elements provided a comprehensive toolkit for communicating new solutions more effectively.
Starting with Public Safety, we created key visuals for Manufacturing, Banking and e-commerce. We designed imagery for Samsung Business in Workplace Transformation and Collaboration solutions. Further, we created case-studies for showcasing Samsung solutions for the Next Mobile Economy.
With focus and diligence, we stayed true to the brand that we had helped create. And stood up to every challenge, regardless of size or complexity. What unfolded was a set of concepts and solutions that persist till date in their visual influences.
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Key Visual Concepts for Digital Marketing Campaigns
What real world solutions look like.
We’ve learnt that, real, effective work has less to do with scale or numbers, and more to do with the ecosystem where it takes place. An ecosystem that values creativity and collaboration.
What you see above aren’t mere proof-of-concepts or revamped case studies, but actual client facing decks that we put together for Samsung Mobile Business to solve a range of communication problems.
Client: Samsung Electronics, USA
Design & Art Direction: Pramod Maharana
Copywriting: Shreedavy Babuji
Graphic Design: Pankaj Mishra
Image Retouching: Remix/Rohit Sawant
Project Management: Varangi Vora
More projects coming soon...
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