Samsung — 2024
Future. Proof. An awareness campaign to policymakers of how Samsung invests deeply in tomorrow's potential, driving America’s innovation economy fearlessly forward.
We worked with Samsung to create a distinct campaign identity that was still within their brand guidelines to tell meaningful, targeted stories about their critical and complex role in advancing U.S. innovation. Our competitive audit and strategic framework informed the design of the exploratory campaign concepts, helping us land on Future. Proof. With unmatched precision and meticulous craftsmanship, Samsung makes future-proof technologies that not only survive economic and societal shifts but shape them. The campaign work led to other Samsung projects, such as designing their 2023 and 2024 Environmental Toolkit.
Motion + Particle Design: Clark Tibbs
We started with concept exploration to establish the identity of the campaign. This first idea centered around cut-outs in photographic scenes that reveal the underlying innovative force Samsung brings in various sectors.
The second concept, which became the base of the campaign system, focused on motion design made up of particles to speak to the futuristic aspect of this direction. To further elevate the sleek visuals, this leaned into a limited color palette of black and white to let the motion and type be the hero.
The final brand system for Future. Proof. came together in the design for the campaign website. We created an immersive digital experience by pairing the artful particle visuals and photography with motion and interactivity to guide the user from section to section.
Not only did Future. Proof. have a digital presence but a printed one as well in The Hill (pg. 19 of the 9.12.23 edition) and other publications.