Samsung
Designing the future of sustainable agriculture
Samsung
Designing the future of sustainable agriculture
Samsung
Designing the future of sustainable agriculture
CONTEXT
Samsung needed the Galaxy S22's most ambitious hardware features, Space Zoom capable of photographing the moon, 5G speeds, reverse wireless charging, to land as experiences, not specifications. Working through agency Exposure for a live launch with over 1,200 attendees, the brief was to design something that could make complex technical advantages feel immediate, playful and human.
DIRECTION
The answer was a gamified world built from scratch. Each feature became a mechanic: battery sharing as a co-op puzzle, zoom as a moon photography challenge, 5G as speed-driven gameplay. Underpinning it was a cohesive design system, icon library, illustration language and motion logic, built to scale across mini-games, a live multiplayer sandbox, mobile and desktop. A guide character, designed outside the brief, ended up anchoring the entire experience as its mascot. The kind of detail that turns a product launch into something people remember.
CONTEXT
Samsung needed the Galaxy S22's most ambitious hardware features, Space Zoom capable of photographing the moon, 5G speeds, reverse wireless charging, to land as experiences, not specifications. Working through agency Exposure for a live launch with over 1,200 attendees, the brief was to design something that could make complex technical advantages feel immediate, playful and human.
DIRECTION
The answer was a gamified world built from scratch. Each feature became a mechanic: battery sharing as a co-op puzzle, zoom as a moon photography challenge, 5G as speed-driven gameplay. Underpinning it was a cohesive design system, icon library, illustration language and motion logic, built to scale across mini-games, a live multiplayer sandbox, mobile and desktop. A guide character, designed outside the brief, ended up anchoring the entire experience as its mascot. The kind of detail that turns a product launch into something people remember.
CONTEXT
Samsung needed the Galaxy S22's most ambitious hardware features, Space Zoom capable of photographing the moon, 5G speeds, reverse wireless charging, to land as experiences, not specifications. Working through agency Exposure for a live launch with over 1,200 attendees, the brief was to design something that could make complex technical advantages feel immediate, playful and human.
DIRECTION
The answer was a gamified world built from scratch. Each feature became a mechanic: battery sharing as a co-op puzzle, zoom as a moon photography challenge, 5G as speed-driven gameplay. Underpinning it was a cohesive design system, icon library, illustration language and motion logic, built to scale across mini-games, a live multiplayer sandbox, mobile and desktop. A guide character, designed outside the brief, ended up anchoring the entire experience as its mascot. The kind of detail that turns a product launch into something people remember.
CONTEXT
The visual system was designed to carry the tone the experience needed: precise enough to feel like Samsung, loose enough to feel like play. Icons were built with an illustrative weight that sits between UI component and character object. The mascot came from the same logic: not a branded asset added at the end, but a natural extension of a system that had personality built into its foundations.
CONTEXT
The visual system was designed to carry the tone the experience needed: precise enough to feel like Samsung, loose enough to feel like play. Icons were built with an illustrative weight that sits between UI component and character object. The mascot came from the same logic: not a branded asset added at the end, but a natural extension of a system that had personality built into its foundations.
CONTEXT
The visual system was designed to carry the tone the experience needed: precise enough to feel like Samsung, loose enough to feel like play. Icons were built with an illustrative weight that sits between UI component and character object. The mascot came from the same logic: not a branded asset added at the end, but a natural extension of a system that had personality built into its foundations.
