"A fundamental contribution to contemporary communication. This combination of inspiration and strategic consistency leads to more creative and effective campaigns, ensuring coherence and a high level of inspiration throughout a process that involves agencies, production companies, and internal teams."

Gabriel D’Angelo Braz

Marketing Director, Heineken® Brazil

Expression book – Samsung Shop

Expression book – Samsung Shop

We developed the verbal and visual language concept for Samsung Shop — transforming Samsung’s technical expertise into a conversational, welcoming, and knowledgeable presence. A living system that balances retail urgency with the depth of a trust-based relationship. From tone of voice to visual layers, we built the selling personality that makes technology speak like someone who wants to help, not impress.

Samsung’s retail personality

Samsung Shop needed a voice. A personality that knew when to be direct, when to be empathetic, and when to invite discovery. We developed a verbal language system structured around three types of relationship: transactional, affinity-based, and long-term bond. Each with its own tone, rhythm, and intention — but all anchored in the same premise: speaking like someone who converses, not someone who sells.

The visual system was built across three overlapping layers: the real layer — photography and illustration —, the digital layer — 3D icons, emojis, and buttons — and the textual layer, which anchors and connects everything. This model translates the codes of the digital universe into the physical retail space, creating continuity between the online store and the in-person experience. A language that is, simultaneously, about technology and about people.