Samsung Audio—Brand Development
What is the ‘Sound of Samsung’?
Project brief—
How do you define a sound? And not just one sound, but that of a company?
Samsung set me and my team that very task, and we got to work.
A whole category of products was to be born and we had to give it an identity and a voice. This meant manifestos, slogans, technology terms, and even product names.
Key skills: brand ideation and analysis, strategic copywriting, positioning
Project result—
To be clear, this whole project took months. Rightly so, in fact. But early on I landed on a key slogan I felt captured what Samsung wanted to say.
Master crafted sound.
They wanted to emphasise that this was precision technology, developed by the experts, and built to bring lifelike sound to you.
And as a quick note to the grammar-minded folks (hey), we dropped the hyphen for legibility and client preference.
All about the why
Master Crafted Sound was of course created in tandem with the manifesto, alongside plenty of keywords, too—
Samsung’s sound captures the ‘sounds of life’, it’s ‘panoramic’, it’s ‘enriching’ and ‘full'.
Technically simple terminology
Another part of this project was taking complex R&D terms and giving them a simple, consumable alternative.
Out with fluted tubes for precision sound amplification.
In with Samsung Acoustic Beam.
Project learnings—
Hands down the toughest project of my career but still one of the most rewarding
Understanding how every layer of the brand message integrates with and impacts the other
The approval process in a project of this size is no joke and getting everyone on board takes the strongest of communication abilities—speak to the right people!
That sometimes a small feature name can suddenly become a whole product name—looking at you, Acoustic Beam