Samsung

Gaming should feel effortless. With Samsung, it is. Game streaming is built directly into your TV and mobile. no downloads, no fuss. We partnered with Samsung’s in-house Gaming team to create a global brand that speaks to everyone. Hardcore gamers get the edge they expect. Casual players get instant access. All thrill, zero friction.

The Gaming Hub logo is a new symbol of play drawing inspiration from a game controller, a VR headset, and the screen itself. Simple, universal, and unmistakably part of the Samsung Services family, it’s designed to be instantly recognisable and easy to use. With a subtle wink of personality and crafted precision, it works effortlessly across every Samsung TV, anchoring the experience with clarity and character.

The design system, part of a wider Services Platform we created for Samsung, is built to spotlight the full spectrum of games, characters, and worlds available instantly and for free on Samsung TVs. It’s bold, flexible, and made to let the content shine. The core insight? Make the everyday extraordinary by setting gaming free.

From a new custom controller and social stories to a vibrant, expressive motion language and voice, the design system flexes in volume to draw people in. It feels immersive, tapping into gaming vernacular while feeling distinct with clear brand attribution to the Samsung brand. High performance with accessibility and emotion. surface pulses with the energy of the music videos surrounding them.

With the experience baked into Samsung TVs, the brand is dialled back, focusing on the games and curation. Away from the product, the brand dials up expression and customisation through avatars, merch and immersive stories on social.