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A live project for the Samsung Corporation based in Seoul, South Korea for the development of a new design concept for a Samsung Notebook PC that… Read More
A live project for the Samsung Corporation based in Seoul, South Korea for the development of a new design concept for a Samsung Notebook PC that embodies your design philosophy and which also reinforces the new brand identity. Read Less
Published:
[Samsung Laptop Design]
M.Sc. Advanced Product Design,
University of Wales Institute, Cardiff
Form, Shape and Colour Design project - 2011


A live project for the Samsung Corporation based in Seoul, South Korea.

[The Brief]

Develop a new design concept for a SamsungNotebook PC that embodies your design philosophy and which also reinforcesthe new brand identity.
[Early Sketches]
Early sketches of a Samsung business laptop before research just to explore ideas
[Group Project Phase]
[Market Segmentation]
High level segmentation
Samsung laptops categories:—
-Everyday
-—Performance 
-Thin & Light
-Netbook
-—Business
Target Market: Business Category.
[Focus Groups]
Brand Deconstruction Tool with selected focus group from the target market
2 Focus Groups for business target market was performed; one for studying Samsung as a brand and the other for understanding of laptops themselves.
Focus Group 1 - Understanding Samsung the brand.
Picture 1 shows the group cutting out any picture that is related to them visually or emotionally to Samsung
Picture 2 shows the group looking and analyse what they have just selected and describing them with adjectives.
Picture 3 shows the filtration process of the keywords (adjectives)
Focus group 1 understanding of Samsung the brand boards.

Keywords 1: Elite + Inspirational
Focus group 2: understanding Mr. Laptop!
Focus group 2 understanding of Mr. Laptop boards

Keywords 2: Stylish + Dynamic
Analyzing and summarizing focus groups 1 and 2, a Samsung business laptop shall be:

Elite & Dynamic
Market reputation of Samsung laptops with competitors as seen as the target market (left) and the aspiration of the new branding strategy.
[—Concept design brief] 
According to form form alignment methodology, developed by Prof Hyun Kim, Korea University, an Elite and Dynamic Design should include:

- —High degree of curvature
- Length and texture
- Emphasis of details with regularity and repetition 
- Sense of stability but movement
- Surface pattern. 

—However, it will havean absence of:

- Thickness, weightand bulkiness
- Contrasting features
[Individual Project Phase]
[Design Consultancy Group]
The concept design brief was given to a group of undergraduate students with guidance and supervision of me, as a design team leader, to form a design consultancy group.

The group produced number of ideas on sketches and basic blue foam prototypes and were guided to develop their ideas towards the right track that serves the design philosophy.
Sketches and ideas of the Design Consultancy group
Basic foam prototypes of the Design Consultancy group
[Design Development]
Concept 1: Ultimate
Profile study
Advanced Profile study
Cover Study
Fine profile details
Keyboard and keys design
Rhino Models development
3d model render with Keyshot
Colour selection
Concept 2: Streamline
Concept sketching
Basic foam prototype
Basic Rhino model
Basic Rhino model
Render with Keyshot
[Reverse Focus Group]

The 2 concepts were presented to the focus group and individual form the potential target market for feedback.

Following feedback and comparison with the Concept Design Brief that follows the research, new brand identity and philosophy, Concept 1: Ultimate was chosen for further development.
[Final Concept]

CAD Model and Render
Medium Fidelity Prototype
Work in progress - CNC output
Work in progress
Final medium fidelity prototype
Final medium fidelity prototype
Final medium fidelity prototype
Final medium fidelity prototype