The core goal with our product is building a strong design brand of our TV product. And to do so, we had to speak the same language in consistent manner. In addition, we wanted to make sure that the language is consumer friendly. So we created the images which well shows each product's concept, and also designed the images of the grand concepts which works as the seed images for the product images. This approach delivers the message in a clear manner regardless of what language or culture the consumer is living with.

We've been working on this communication design method every year for our TV line-up. We consider what we can do to make the method to develop every year. We add the whole design elements existing from the start. From the research we've been doing for years, we realized that what consumer care is rather experiential value than the form itself. So we decided to group the design concept into the experiential values instead of the each part of the product and connected the consumer value to how each part is designed to create such values for this year's communication.

Final product is the whole package of variety of different communication tools including the design movie, product images, glamour shots, interior images, product package image, and the design philosophy book. The whole pack contains every single elements needed to proceed the design marketing activities to the consumers. Once it is uploaded and shared with all the marketing and design departments across the globe, they are applied to each material as a tool to make sure the consistent visual message is given to our consumers. In this process, our Samsung design will leave one clear message building a firm design branding in return.