Brief Explanation

Annual reports and company profiles are typically filled with dry descriptions and financial information. We broke with this convention so that we might convey what is unique about Samsung in a more expressive, creative and intuitive way.

The Brief

Samsung Group is comprised of a wide range of affiliates delivering products and services into fields as diverse as construction and consumer electronics. In order to inform people about Samsung, as well as its growth and its future, they need a high quality brochure.

How the final design was conceived

We employed an artistic sensitivity and used images that were emotionally gripping and future-oriented to show what is unique about the Samsung Group. Furthermore, by using abstractive digital art as a graphic motif, we showed a future full of possibilities. And to introduce audiences to Samsung Group’s global CSR activities, we included a number of stories about beneficiaries and told them in a way that would touch people. The video versions of these stories can be viewed on Samsung’s CSR channel on YouTube.

Indication of how successful the outcome was in the market

Samsung Profile 2013 received Grand Prix in ARC Award and Astrid Award in 2014, and the profile continues to contribute to the status of Samsung’s brand—and serve as an important source of information for those people around the world who are curious about the Samsung Group.