MY ROLE
Design Lead/GCD
RESULTS
“Brilliant.”
Head of Marketing,
LG Energy Storage Solutions
Strategic Brand Ali(LG)nment
LG Energy Storage Solutions (ESS) has always been part of LG Electronics - selling home electrification and battery system products - but their brand was fully disconnected from the equity built up by everyone's favorite OLED TVs. Moreover, the complex business divisions of LG were selling different battery products under a division called LG Chem that had nothing to offer homeowners and cross-contaminated the brand. After a strategy deep dive, we proposed a new brand architecture for LG ESS that solved both problems at once.
The stunning 2023 LG Electronics rebrand by Wolff Olins centered around the design philosophy of Emotionally Intelligent Design and was exclusively consumer-facing. LG ESS needed to connect with consumers hand-in-hand with the rest of LG Electronics, while being flexible enough to reach installation professionals. I studied the design needs of these distinct audiences and developed a strategic approach to implementing an Emotionally Intelligent Design system.
Refreshed and Recharged
Work has recently begun on implementing the new brand across all existing collateral and digital assets. While old brand assets were overly technical and lacked humanity, the new positioning and design system add emphasis to LG family appliance benefits, the ThinQ connected app, and a reinforcement of Life’s Good.
Before
After
Project Information
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Strategy & Creative Direction
Lawson SowardDesign
Lawson SowardTone of Voice & Copy
Bob Raczka -
Courtesy of
Wolff Olins -
Creative Direction
Lawson SowardDesign
Lawson SowardCopy
Bob Raczka -
Design System
Lawson SowardWebsite Design
LG Electronics Internal Team