SAMSUNG
Say hello to Bixby
SAMSUNG
The Galaxy System
LONDON&PARTNERS
Start Here
NAM NGHI
Nurtured by Nature
Brand creation
Creative strategy
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Marketing
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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son, Brian, to addiction, a loss he believes could have been prevented, he created the national organization to change outdated conceptions of the disease, promote understanding, and educate communities through a scientific approach to prevention, treatment and recovery.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.”
SAMSUNG
Say hello to Bixby
Brand Strategy
Naming + Verbal Branding
Visual + UX Design Principles
Launch Video
— 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
Young Kim is a creative director that uses the power of branding to help organizations excel, from startups to global corporates and across industries.
With 20+ years of experience at the global brand consulting firms of Prophet, FutureBrand, and Siegel+Gale she worked in NY, London, and HK. She designs brand systems, communications and experiences that connect with audiences and is most passionate about supporting organizations that work towards creating a better world for us all.
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