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Brand Refresh and Beyond.
Building Design Capability from the Inside Out.
The Brief
Following the launch of the refreshed Samsung Ads EMEA brand, a clear need emerged. Colleagues across the London office were regularly creating decks and brand assets independently, without design support or formal guidance. Work was frequently returned to the design team for corrections, and brand compliance from the outset was inconsistent. A more sustainable solution was needed.
Skills
Brand identity Content creation Video and motion assets Presentation design Event facilitation
Role
As Head of Design, EMEA, I identified the need for the Design Clinic, proposed it to leadership, and led it from scratch. I developed all supporting toolkits and quick-start assets, wrote the training content, designed all presentation materials, and facilitated and presented the launch to approximately 150 London-based colleagues in person and online.

THE RESULT

The Design Clinic launched to approximately 150 colleagues in person and online. Feedback was positive, with attendees discovering new ways of working and leaving with the tools and confidence to apply them immediately. In the weeks that followed, presentations across the business were visibly more consistent and polished, including work produced without any design team involvement.

NUMBER OF training templates

10

VIDEOS CREATED

4
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DISCOVERY

The launch of the refreshed Samsung Ads EMEA brand presented a clear opportunity. With a newly established in-house design team and a fresh visual identity to roll out, the priority was to ensure brand standards were adopted consistently from the outset across the whole office.

Rather than relying solely on a PDF of guidelines, I identified an opportunity to go further. The goal was to give non-designers the confidence, tools, and quick-start assets to produce well-designed, brand-compliant work independently. Empowering colleagues to get it right first time would reduce the need for design corrections and build a genuine culture of brand awareness across the business.

For the Design Clinic's own identity, the creative direction needed to feel like a natural extension of the refreshed Samsung Ads brand whilst having its own distinct energy. Approachable, engaging, and exciting enough to make people want to attend.
ID

Identity brandmark to be used across all collateral.

DesignClinic_wordmark
DC_pattern
Design isn't just for designers...
the strapline for the launch of
Design Clinic.
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CHALLENGE

No other Samsung market had attempted anything like this. The real challenge was getting colleagues to see the value in attending and to feel genuinely comfortable learning from a design team.

The solution was in the positioning. The Design Clinic strapline, "Design isn't just for designers," shifted the dynamic immediately. It signalled an open invitation rather than a corrective exercise. That single line set the tone for everything: the brand identity, the session content, and the way the initiative was communicated internally.
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