Samsung is relentless and constantly pushing to reinvent itself and its products. In ten years, the master brand was refreshed three times which materialized into guidelines, templates of all sorts and stewardship. The mobile division launches a slew of new products every year, partners with the Olympic Games and features holiday promotions, with each campaign requiring its own visual identity guidelines. By embedding into the concept phase, I was able to pressure-test designs, ensuring they would easily extend across an endless number of formats and mediums in 70+ countries. It was crucial that regional marketing teams, creative partners and retailers had guidance that clearly showed and empowered them to use and adapt campaign assets.