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Samsung Business Branding

Generating highly effective content and strategic thinking for multiple product groups.




Samsung came to us in 2003 with a goal of being “bigger than Sony.” As a fast-growing consumer electronics brand in the U.S., Samsung was beginning to make strides in B2B as a leading flat panel brand (TVs and monitors) and memory manufacturer. When we met, their existing B2B strategy didn’t align with their brand truths. Our assignment was to rebrand Samsung’s B2B business to reflect their innovative brand character and IT strengths, and position them as a technology-leading business partner.


Everything is important, and every brand touchpoint was critical in demonstrating how Samsung’s integrated, scalable solutions empower businesses and reinvent the way they work. Our strategic planning, brand messaging and creative executions have continually evolved over the years, and have helped to establish the Samsung B2B brand as a leading innovator for businesses.


Samsung now ranks as the world’s second-most valuable brand, right behind Apple and well ahead of Sony. As our 12-year partnership continues, we’re helping to grow the brand through smart solutions and purposeful design that echo Samsung’s commitment to an innovative, technology-centric business world.


Consistent caretakers of the brand

We introduced a contemporary design language that describes complex interactions within an integrated ecosystem of products and solutions. And the key to our success is consistency. As trusted stewards of the Samsung Business brand, we ensure everything reflects the brand across all communications.

It’s all about content

The depth and breadth of content we create (video, photography, graphics, copy) effectively translates across multiple platforms. Our content is continually repurposed by Samsung all over the world.

Supporting channel partners

We regionalized the global partner program and introduced the new STEP program to our North American partners. Collaborating with the channel team in requirements gathering, ideation and communication strategy, we delivered highly differentiated messaging to a large group of stakeholders and partners.


B2B Marketing

Applied Skills

Positioning, Brand Development, Strategic Planning & Messaging, Video, Website Development, Print, Graphic Design, Collateral, Sales Materials, Product Launch Materials, Direct Mail, Content Creation, Trade Show Materials, Touch Applications, Photography, POP

We want to be bigger than Sony.



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