Creative Director

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Samsung

SmartStarts

During the three years prior to 2021, an average of 275,000 immigrants per year came to Canada to build a new home—an average that had been fairly flat since the turn of the millennium. In 2021, 2022, and 2023, this average leapt to 475,000 each year. Students and families, all seeking a new life, most starting with almost nothing but a few suitcases and money to invest in their journey.

Moving to Canada comes with many logistics, from finding new communities, to furnishing a new home, to seeking out new employment and adventures–all of which require significant decisions and new information. Through SmartStarts, Samsung Canada committed to helping to make this process easier by connecting Newcomers to Canada with the right connected technology to meet their needs.

While many of Samsung’s brand initiatives are led from their headquarters in South Korea, we developed SmartStarts locally, with a new sub-brand identity and a holistic branding and marketing plan to reach this market, authentically and impactfully.

Awareness video

A Smart Move

Production by Content Factory

Sub-brand identity and brand system

I developed the sub-brand architecture that informed the design system, and developed the logo/emblem and fundamental visual elements.

Co-art-directed with Prathatmesh Bhanap

CraigRitchie