Samsung Students

Samsung wanted to connect with students in a way that felt fresh, emotional, and relevant to a new life stage, one defined by freedom, learning, and leaving home for the first time. Their core brand, while polished and product-focused, needed room to breathe if it was going to speak to this audience with authenticity and excitement.

As Lead Designer at BBH London, I worked closely with Creative Director Phil Holbrook and Middleweight Designer Charley Ray to develop a campaign that built out from Samsung’s existing brand world into something more expressive and joyful. Inspired by the feeling of fleeing the nest, we created a visual identity full of movement, optimism, and youthful energy. This work not only resonated with the student audience but also gave Samsung permission to step outside the stricter confines of their global brand, opening the door to a new kind of storytelling for future campaigns.

2021

Lead Designer