When people think great copy, they think Apple. Slick. Minimalist. But maybe … a little bland?
Samsung Galaxy had a different take: speak like a person. Galaxy opted for a vibrant, playful voice and inclusive message that could reach global Gen Z audiences more authentically.
Samsung Galaxy
Down with aloof, ultra-minimalism. Samsung Galaxy embraced a warm and inviting brand voice that brought back the humanity for our always-online youth culture.
Work
Brand Voice
Global “Openness” Messaging Strategy, or “Life Opens Up with Galaxy”
Client
Samsung Galaxy
Year
2024
Life Opens Up with Galaxy
I worked closely with the Galaxy team to develop the global messaging strategy behind “LIFE OPENS UP WITH GALAXY”, which is now a key message across their channels.
