SAMSUNG
Say hello to Bixby
SAMSUNG
The Galaxy System
LONDON&PARTNERS
Start Here
NAM NGHI
Nurtured by Nature
Brand creation
Creative strategy
Creative storytelling
Brand design
Service offers
Marketing
Brand campaigns
Integrated media campaigns
Experience
Innovation
Experience design
Clients
Samsung
— Role
Executive Creative Director
Prophet 2017
— Services
Client lead, Brand Strategy, Naming, Dialog Style Principles, Voice, Chrome and UX Design Principles, Guidelines, Launch Video
Samsung launched Bixby out into the world first in the US and Korea, and then to the rest of the world in phases. Our successful partnership resulted in continued support to help them in following years develop their dialogue style principles and creation of a video to launch new developments and features of Bixby.
— RESULTS
Bringing key stakeholders across Samsung’s America, Asia, and Europe teams and business units, we ran a workshop and co-created the foundations for Bixby’s persona. Along with our assembled team of experts in the fields of branding, sociolinguistics, voice casting, scriptwriting, and motion graphics, we refined and built out the “Bright Sidekick” persona. This became the foundation for the development of Bixby’s name, voice, dialogue style principles and UX design principles.
After creating the core elements of Bixby, we created the first set of motion graphics for the different “states” of Bixby including “greeting,” “listening,” “thinking,” “responding” to work across a variety of products from smart watches to smart refrigerators. We created their internal launch video to introduce Bixby.
— SOLUTION
With the rise of voice assistants, such as Siri and Alexa, Samsung wanted to create their own voice assistant that would create a closer connection with users across their diverse portfolio of products. I led the team to assist Samsung with the task of creating their first branded voice assistant.
— CHALLENGE
Shatterproof
Stronger than Addiction
When Gary Mendell lost his 25-year-old son, Brian, to addiction, a loss he believes could have been prevented, he created the national organization to change outdated conceptions of the disease, promote understanding, and educate communities through a scientific approach to prevention, treatment and recovery. He needed a name and brand to project this mission.
The name needed to be a bold declaration, and a strong reflection of the organization’s trailblazing approach. We created the name “Shatterproof,” and the tagline “Stronger than Addiction.”
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— CREDITS
Design
Young Kim
Neil Southwell
Stren Pipken
Verbal
Verbal Director
Darcy Munoz
Ilana Manaster
Strategy
David Aaker
Jay Miliken
Shane Kosch
Tim Cong
Let's start a conversation.
© 2023 Young Na Kim
I’m a creative director partnering with mission-driven and growth-stage teams to bring vision to life—those who are working to make the world a little better.
For more than 20 years, I’ve worked across New York, London, and Hong Kong — shaping brands across industries and cultures. Earlier in my career, I held leadership roles at Prophet, FutureBrand, and Siegel+Gale.
Today, I collaborate closely with founders and leadership teams building something meaningful. Together, we clarify story, shape identity, and create brands that feel as strong on the inside as they look on the outside.
I design brand systems, communications, and experiences that connect with people. I use modern tools, including AI, to explore and build efficiently — always guided by human judgment and experience.
Brand Strategy
Work with us to create winning brand strategies that will wow your clients and set you apart.
- Visual Branding Strategy
- Strategic Planning
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Brand Creation
We're here to help with all your brand design needs, making sure your clients are super happy with the results.
- Brand Identity and Design
- Digital and Print Design
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Brand Activation
Partner with us to bring brands to life in a way that's fun and engaging, making sure they really stand out.
- Creative Campaign Development
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Strategic design
Visual identity
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Photoshoots and video
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Creative strategy
UX Research
Audits
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Journey mapping
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Strategic design
Visual identity Systems
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Photoshoots and video art direction
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Design thinking
Capabilities
Capabilities
Brand Strategy
Brand Creation
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Startup Leaders
Collaborative partnership for creative excellence.
Brand
Identity Systems
Designing visual systems built to scale and keep relevant.
Brand
Foundations
Clarifying the brand story, structure, and hierarchy.
– Creative strategy
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– Design-led research
– Journey mapping and insight
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– Strategic design systems
– Motion & visual systems
– Image & video art direction
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