SAMSUNG B2B
Positioning a technology-leading business partner.
CLIENT
Samsung B2B / Technology Enterprise Solutions
ELEMENTS
Brand Guideline, Brochures, Datasheets, Interface Designs, Reseller Kits, Icons, Infographics, Photoshoot Art Direction, Composited Images, Tradeshow Graphics, Sales Materials, Touch Applications, Photography, POP, Website Development
CHALLENGE
What does it take to make enterprise buyers see technology as more than just hardware?
Samsung’s enterprise products were powerful, but their B2B presence lacked cohesion. Messaging and visuals didn’t address the unique needs of industries like healthcare, education, government, finance, and entertainment. Without a unified brand system, decision-makers struggled to see how Samsung’s technology fit their world, and vendors had no clear direction on how to represent the brand consistently.
TARGET AUDIENCE: Enterprise buyers in healthcare, education, government, finance, and entertainment seeking integrated, scalable technology solutions
APPROACH
Translating complex products into industry-specific narratives.
As Art Director at Truth, I helped lead the creation of a comprehensive brand system that defined layout, color, typography, photography, and content standards — establishing a framework for both Samsung and its B2B vendors worldwide to follow. To connect with each sector, we developed vertical-specific storytelling that highlighted product features in context. For example, we produced imagery of classrooms where teachers and students used Samsung technology as part of learning, and hospital settings where clinicians integrated displays and tablets seamlessly into care.
