Moving from model numbers to emotional engagement

Samsung had always named their mobile phones in the way they had named their microwaves – a strong master brand, a price point and a model number to help with stocking and ordering. But Motorola, with its Razr, had changed the game on them. We helped them develop a tonality and strategy to move from numbers and letters to a story that they could get behind.


And this phone – the first with an intuitive haptic interface that allowed “soft buttons” to give the user a sense of feedback without staring at the screen – got a name that became Samsung’s flagship for announcing their new evocative push into the mobile and smart phone market.