MINIMAL DESIGN LANGUAGE

SAMSUNG | Archetype Design

Retail | N/A
Conceptualized: 2007

In 2007, the Samsung LA Design team embarked on a visionary journey to redefine the future of mobile phones for Samsung. Led by the esteemed Tad Toulis, an Advanced Design Team was assembled, dedicated to exploring innovative concepts that would shape the landscape of mobile communication. Within this dynamic environment, my role encompassed the creation of two distinct concepts: one tailored to the vibrant and socially-oriented "young and trendy" customer segment, and another catering to the needs of the text-centric user base.

Over the course of an intensive 3-4 month project timeline, our design team transformed these concepts into tangible prototypes, meticulously crafted to embody our vision. These prototypes, representing the culmination of our creative endeavors, were eagerly presented to the esteemed President of the Samsung Mobile division in South Korea, signifying a pivotal moment in the development process.

 

SAMSUNG MOBILE DESIGN LANGUAGE PROJECT

During an era of exploration for Samsung's design identity, multiple design teams across the globe were tirelessly working on creating distinct styles for similar products. Some phones bore resemblance to the aesthetics of Nokia, Vertu, Motorola, Blackberry, or even drew inspiration from automotive design, deviating from the handheld functionality they were meant to embody.

Amidst this backdrop, the concept emerged to simplify Samsung's intricate design language, placing emphasis on clean and elegant geometries. The primary objective became to elevate the device's functionality to the forefront, allowing style to naturally emanate from elements such as product layout, proportion, color, material, and finish. As a designer with a background rooted in the realm of Fine Arts, particularly painting and sculpture, I drew inspiration from renowned artists such as Joan Miro, Mark Rothko, and Donald Judd, who captivated the essence of minimalism in their subliminal works.

This project served as a remarkable opportunity to bridge the worlds of technology and art, as I sought to infuse the principles of these masterful artists into the design language of Samsung's mobile phones. By harnessing the spirit of simplicity and drawing from the visual cues of fine art, our aim was to craft mobile devices that seamlessly integrated functionality with timeless elegance, paving the way for a distinctive Samsung design identity.

 
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ADVANCED DESIGN PROJECT: NEW SAMSUNG DESIGN LANGUAGE

 

Design Challenge

  1. Develop a comprehensive and cohesive design language by exploring innovative and simplistic form factors that seamlessly integrate with the CMF (Color, Material, and Finish) design approach.

  2. Foster a collaborative environment by actively engaging with team members from diverse backgrounds and varying perspectives to leverage a rich pool of ideas and expertise.

Contribution

  1. Introduced a visually compelling color block design strategy characterized by simplicity and elegance, enhancing the overall aesthetic appeal of the product.

  2. Explored a range of materials, including metal, electro-metal deposition, PC (polycarbonate), and TPE (thermoplastic elastomer), to achieve a harmonious blend of durability, functionality, and tactile satisfaction in the concept design.

  3. Championed a paradigm shift in Samsung's design philosophy by advocating for a minimalist approach, encouraging the team to reassess and redefine the existing design principles to create products that embody a refined and timeless aesthetic.

Achievements

  • During my tenure at Samsung, I drew inspiration from notable minimal design achievements within the company, such as the Samsung NV digital cameras and Samsung Bourdeax TVs. These products showcased a remarkable simplicity that resonated with me, and I saw an opportunity to bring that same perspective to the Mobile division.

  • As the boundaries between different digital product categories became less distinct, the Mobile division embraced the aesthetic influence from other divisions, resulting in a harmonious blending of design philosophies. This shift towards minimalism has gained widespread acceptance and practice, and I take pride in having contributed to this movement within the consumer electronics industry.

  • At the time, the concept of "CMF" (Color, Material, and Finish) was still in its nascent stages, with dedicated CMF designers being a rarity in most companies. It was a privilege for me to work on numerous CMF projects and collaborate with talented industrial designers at Samsung, pushing the boundaries of design and enhancing the overall user experience.

 
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CREDIT: This project was created within a team setting with the guidance of a product manager and studio manager. Product Ownership and Copyrighted by Samsung.