Samsung Galaxy S II
The Challenge
Apple disrupted the market with the iPhone and Samung’s first response came under fire for not quite measuring up. With that in mind, the Samsung Galaxy S II had to hit the ball out of the park. Beginning with a sixteen page brochure, we needed to show off our the benefits of our new advancements and features in style.
The Solution
We adapted Samsung’s initial branding strategy of “Evolution is Fate” to “Embrace the Evolution” then created a mission statement around the concept of providing the “next step in viewing pleasure, in ease of communication, in the making of multimedia, in music and gaming entertainment, in business connectivity and convenience.”
Samsung Galaxy S II
Embrace Evolution
The relentless advance of technology is a pervasive and inescapable constant of the modern world that can be elusive at times. Samsung, not satisfied with the “next step,” believes that every advance should be evolutionary in scope. It should also be meaningful and above all accessible, ready to be embraced by the consumer.
The GALAXY S II lets you cradle evolutionary advances in the palm of your hand, delivering an evolutionary leap in technology, capability, and user experience. To create the GALAXY S II, we looked beyond the limits of yesterday’s technology to the furthest reaches of electronic possibilities in design, clarity and performance to provide the next step in viewing pleasure, in ease of communication, in the making of multimedia, in music and gaming entertainment, in business connectivity and convenience.
We made the next step in the evolution of mobile communication easy to embrace with the GALAXY S II’s 8.49mm slim form factorand easy grip, and easy to hold dear with its futuristic 3D TouchWiz 4.0 user interface. We gave it a revolutionary Dual Core Processor to power an interactive evolution offunctionality, with faster downloads, quicker multi-tasking, a smoother UI, snappier streamingand highly efficient gaming. And with the 4.3” Super AMOLED Plus Display, it’s sure to provide constant pleasure. Take hold of innovation with the slimmest, fastest, and brightest species of smartphone available, the next evolutionary step, to unleash your imagination and discover the innovation within.
Embrace Excellence in Communication.
Embrace Meaningful Technology.
Embrace Evolution.
