2023 (Team)
Contribution: Art direction, Production

This conceptual project focused on defining the foundational visual identity that would tangibly embody the core product experience of the Samsung Z Flip 5. Inspired by the dynamic mechanism of "FLIP,"
I led the Art Direction to develop a custom typography system that visually captured the device's innovative, dynamic, and flexible nature. This exploration was critical to translating product hardware into brand emotion. 
The resulting design system successfully translated the Z Flip 5's modernity and physical flexibility into a cohesive visual language, showcasing the depth of the creative exploration phase and its potential for seamless alignment with the device's design.