Samsung Unbox & Discover 2024 | Owhyworks / 오와이웍스

Samsung Unbox & Discover 2024

Visual Identity Design

Cheil

Creative Director : Seunghwan Seo

Art Director : Jeongmi Kim, Woohyun Park, Jiwon Seo, Byeongsik Shin, Jeonglim Kim

Owhyworks

Creative Director : Yeon Cheolmin

BX Designer : Kim Jeongsup, Noh Hyunjun, One zwon, Jeong Yeonju, Kang Eunseo

2D / 3D Motion Design : The First Gate

Overview

This project is an annual graphic visual design project of Unbox & Discover videos conducted by Samsung Electronics in 2024. We designed a key visual for consistent and effective message delivery with Upscale as the core concept to represent Samsung Electronics' 2024 message and product characteristics evolving into 8K. We also developed an overall visual design according to the graphic flow where motion is applied. The overall direction was handled by Cheil, and the motion graphic was handled by The first Gate.

Design Concept

The slogan of '2024 Samsung U&D' is 'Upscale every moment with more wow', which means that all standards from image quality, design, and sound to our life have taken a leap forward. We used 'Upscale moment' as the design motif. The overall design was carried out using the morphological elements of the processor and the glow effect that symbolically shows the concept of Upscaling.

Color

The main color and the point color that will give the upscaling glow effect were matched bold, and each chapter was divided and used.

Typography

Samsung Electronics' exclusive font, 'Samsung Sharp Sans', was used to define the font used in the entire keynote image. In addition, a consistent image was delivered by designating the hierarchy of font use.

Iconography

The icon graphic is based on the design concept 'Upscale'. Reflecting the iconic form of Upscale moment and Glow color, we have developed additional icons needed for the video.

Graphic

We used 'Upscale moment' as the design motif. The overall design was carried out using the morphological elements of the processor and the glow effect that symbolically shows the concept of Upscaling.