Supporting sociopreneurs
I repositioned Samsung’s CSR accelerator into a purpose-driven brand that stood out in the nation's fiercely competitive startup ecosystem.
THE CHALLENGE
In a thriving startup landscape, Samsung partnered with a leading local university to launch an accelerator blending innovation with social impact. While Samsung brought us on board to support its ongoing CSR program, we saw an opportunity to accelerate its relevance and reach. With rival accelerators competing for top talent, Samsung needed a sharper identity to spotlight its social commitment, while the university aimed to attract founders focused on business empowerment. Our task? Align two distinct visions, outpace the competition—and do it all while managing Samsung’s broader national CSR commitments behind the scenes.
“David helped transform a standard CSR program into a standout platform—making social impact a defining part of our startup brand.”
THE SOLUTION
Drawing upon my experience working with various startup communities and refining existing accelerator brands, I saw an opening to unify Samsung’s socially anchored goals and AUT, the partner university’s, business-driven priorities. The core insight: both parties wanted to shape “sociopreneurs,” entrepreneurs who wield technology as a force for good. By framing the program under this new banner, we instantly carved out a unique position in an increasingly crowded market.
To bring this concept to life, we developed a clear and consistent brand framework. Although Samsung AUT Tech had a logo and colour palette, they lacked cohesive guidelines. Our team created a comprehensive brand book detailing visual assets, messaging pillars, and ready-to-use templates for everything from stationeries to social media. This holistic approach ensured every touchpoint—from classroom presentations to major tech expos—delivered the same purpose-driven narrative.
At high-profile events like Inotex, we replaced the usual static booth with a playful, interactive flowchart asking: “Looking for change?” Attendees followed creative prompts until they reached a tablet station for immediate sign-ups. Along the way, they got a taste of the accelerator’s sociopreneur ethos: nurturing bold ideas that also aim to serve the greater good.
THE RESULTS
From the outset, the accelerator’s fresh positioning turned heads among event-goers, aspiring founders, and even established players in the ecosystem. According to Arghavan Ojani, Corporate Citizenship Manager at Samsung Iran, “The rebranding boosted Samsung AUT Tech’s status for sure, and what is most joyful is that they are still using the VIG.” Over time, that consistent brand experience further reinforced the program’s unique stance—helping entrepreneurs see that profitability and positive impact needn’t be at odds.
Ultimately, this redefined identity gave Samsung AUT Tech a clear, differentiated footing in a crowded startup scene, illustrating that real impact—and real market value—can flourish hand in hand when technology is driven by a sense of social responsibility. And in the process, what began as a routine CSR engagement blossomed into a tangible legacy, showcasing how day-to-day tasks can evolve into meaningful, future-focused outcomes.
