Galaxy Differentiation
Strategy 2025
Industrial Design and CMF Strategy
Camera Identity Design for distinct A Series, M Series and F Series.
CMF Design of A Series proposing the theme - Gentle Radiance.
Camera Identity Design for distinct A Series, M Series and F Series.
CMF Design of A Series proposing the theme -
Gentle Radiance.
Process
The primary research, shop floor visits and user interviews surfaced a clear gap across the Galaxy lineup - the camera identities felt interchangeable.
The S, A, M, and F Series all read as variations of the same three-lens cluster. This was particularly critical for the S Series: its flagship positioning was undermined by a camera design that looked identical to mid-range and budget models.
From this, we developed a differentiation strategy giving each series a visually distinct camera identity- one legible at a glance.
For the M and F Series, targeting the Indian youth market, the design called for something more expressive. The solution was an exclamation-inspired layout - two lenses grouped together, one set apart - giving the camera a dynamic, characterful presence distinct from the rest of the lineup.
ID concepts were validated through physical mockups and user testing.
I also led CMF conceptualization for the A Series, developing Gentle Radiance as the series' colour and finish direction.
I then travelled to Seoul to develop CMF samples alongside the MX ID and CMF teams, with final concepts presented to EVP and Head of Design, Hubert Lee.
The range launched in 2025 and the Project was awarded the best project in 2024 by the Samsung's Corporate Design Center.
The primary research, shop floor visits and user interviews surfaced a clear gap across the Galaxy lineup - the camera identities felt interchangeable.
The S, A, M, and F Series all read as variations of the same three-lens cluster. This was particularly critical for the S Series: its flagship positioning was undermined by a camera design that looked identical to mid-range and budget models.
From this, we developed a differentiation strategy giving each series a visually distinct camera identity- one legible at a glance.
For the M and F Series, targeting the Indian youth market, the design called for something more expressive. The solution was an exclamation-inspired layout - two lenses grouped together, one set apart - giving the camera a dynamic, characterful presence distinct from the rest of the lineup.
ID concepts were validated through physical mockups and user testing. I also led CMF conceptualization for the A Series, developing Gentle Radiance as the series' colour and finish direction.
I then travelled to Seoul to develop CMF samples alongside the MX ID and CMF teams, with final concepts presented to EVP and Head of Design, Hubert Lee.
The range launched in 2025 and the Project was awarded the best project in 2024 by the Samsung's Corporate Design Center.
