Role
UX / Brand Designer
Team
PM / 8 UX / Brand Designers / 20 Developers w/ Experiential Marketing Agency
Period
Each 10 months, 2011 - 2012
Overview
Contributed to Samsung’s AI and motion-based showcase for IFA and CES, designing 3D voice and gesture experiences for immersive entertainment and digital wellness applications on large-screen displays. Developed an original 3D spatial game combining Voice AI and gesture control, and presented a gesture-based Angry Birds demo to highlight motion gaming interactions. Designed spatial layouts, typographic systems, and motion graphics integrating sound, media, and brand identity, advancing Samsung’s exploration of multimodal and connected living experiences.
Challenge
Designing annual AI-driven smart home showcases required developing a fresh creative vision every year while ensuring consistency with LG’s global brand identity. It was challenging to balance innovation, storytelling, and cohesion across diverse exhibition formats and rapidly evolving AI technologies.
Objective
To highlight LG’s cutting-edge ThinQ AI as an open, connected ecosystem that seamlessly integrates with other AI platforms such as Google and Amazon, extending into robotics and intelligent home automation to position LG as a leading technology innovator.
Result
Delivered yearly IFA and CES showcases that demonstrated LG’s leadership in AI and robotics integration, enhanced brand perception as a future-focused technology company, and strengthened global partnerships through immersive, cross-platform smart home experiences.
More detail
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