LG Electronics is a global tech leader valued at well over $60bn. It’s a company reinventing the way we watch, listen, play and move.

But LG needed to rejuvenate its brand. It needed to feel more youthful to appeal to a new generation of consumers. It needed to become more flexible and expressive in both physical and digital spaces, flexing for audiences and channels - working in global retail, digital and social channels and on the ground in 172 local markets.

It needed to expand its reach beyond the home and way beyond hardware - helping to reimagine every side of life. Plus, it needed to inject fresh meaning into its world-famous tagline: Life’s Good.

Inspired by LG’s human approach to innovation, we developed a new brand philosophy: ‘Emotionally Intelligent Design.’ It’s all about balancing warmth with intelligence, ensuring every interaction
with the brand would leave people feeling that “Life’s Good.”

This philosophy empowers the brand to adapt for multiple products, markets and audiences, while the rejuvenated and more youthful brand appeals to a whole new generation of consumers. The philosophy also sets new brand standards beyond the home - from mobility to entertainment, to AI companionship.

‘Emotionally Intelligent Design’ guided LG through a comprehensive business transformation. It lives across the entire brand experience, from digital experiences and physical environments, to ESG communications and social strategies.

We applied the ‘Emotionally Intelligent’ design philosophy across the system, aligning everything under the brand’s beloved ‘Life’s Good’ mantra.

The launch revealed a custom serif font and a refreshed red hue. The LG CI symbol mark – brought to life with a range of new expressions – brings personality and warmth to the brand.

We created two new characters – ‘Joy’ and ‘Ryder’ – to showcase the brand’s expressive side and personality. Details like the old Goldstar symbol appeared on the character’s rings, marrying LG’s history, heritage and the modern world. The characters model bespoke hand gestures, introducing new assets that celebrate modern Korean culture, such as the finger heart.

The identity system flexes and adapts for audiences and channels - working in global retail, digital and social channels and on the ground in 172 local markets.

The 360 experience reflects LG’s distinctive personality and nods to its Korean heritage. The brand adapts for different people and passions - flexing to tell all kinds of Life's Good stories - always with a smile in the mind, whether that's about customers, products or people.

The launch kickstarted with a series of billboards and projections across iconic landmarks around the world, including a 3D billboard takeover in Times Square. 20,824 employees in Korea alone took part in LG’s new inaugural ‘Life’s Good Day’.

The brand relaunch resulted in:

- 6.7 Billion digital campaign impressions

- 19 Million engagements on social media

- 1% to 13% social follower growth after rebrand

- 1.6 Billion viewership globally

Impact is already being felt - engaging B2B audiences and winning over younger B2C customers. LG is, and will always be, bringing a smile to tech... this is just the beginning.