LG
Life's Good
LG
Life's Good
Industry
Electronics
Scope
Brand Strategy
Brand Identity
Verbal Identity
Creative Concept
Integrated Campaigns
We transformed a global slogan into a lived brand experience.
"Life's Good" is LG's promise to the world. Our task was to give it a form people could actually live with, to turn three words into a brand you could see, hear, and feel in the texture of an ordinary day. So we built the concept from the ground up, the idea that technology earns its place not by what it does, but by what it gives back: comfort, ease, a little more room to enjoy life.
That idea then shaped everything. It set the visual identity, how the brand looked, the warmth of it, the way optimism showed up on screen and on the shelf. It set the verbal identity, how the brand spoke, plainly and humanly, the way the promise demanded. And it carried through an integrated campaign where every surface said the same thing in the same voice. One concept, expressed completely, so that a familiar global idea finally felt close, warm, and true to the people living it.
We transformed a global slogan into a lived brand experience.
"Life's Good" is LG's promise to the world. Our task was to give it a form people could actually live with, to turn three words into a brand you could see, hear, and feel in the texture of an ordinary day. So we built the concept from the ground up, the idea that technology earns its place not by what it does, but by what it gives back: comfort, ease, a little more room to enjoy life.
That idea then shaped everything. It set the visual identity, how the brand looked, the warmth of it, the way optimism showed up on screen and on the shelf. It set the verbal identity, how the brand spoke, plainly and humanly, the way the promise demanded. And it carried through an integrated campaign where every surface said the same thing in the same voice. One concept, expressed completely, so that a familiar global idea finally felt close, warm, and true to the people living it.
Industry
Electronics
Scope
Brand Strategy
Brand Identity
Verbal Identity
Creative Concept
Integrated Campaigns
We transformed a global slogan into a lived brand experience.
"Life's Good" is LG's promise to the world. Our task was to give it a form people could actually live with, to turn three words into a brand you could see, hear, and feel in the texture of an ordinary day. So we built the concept from the ground up, the idea that technology earns its place not by what it does, but by what it gives back: comfort, ease, a little more room to enjoy life.
That idea then shaped everything. It set the visual identity, how the brand looked, the warmth of it, the way optimism showed up on screen and on the shelf. It set the verbal identity, how the brand spoke, plainly and humanly, the way the promise demanded. And it carried through an integrated campaign where every surface said the same thing in the same voice. One concept, expressed completely, so that a familiar global idea finally felt close, warm, and true to the people living it.
Industry
Electronics
Scope
Brand Strategy
Brand Identity
Verbal Identity
Creative Concept
Integrated Campaigns
More Work
