Samsung partnered with a leading university to evolve an existing startup accelerator into something more distinctive. As Creative and Art Director, I developed a strategic positioning and brand system that united commercial ambition with social purpose, helping the programme compete in an increasingly crowded innovation landscape.
Standing out meant becoming known for more than supporting startups.
Startup accelerators were rapidly becoming interchangeable, all promising mentorship, investment and innovation. Samsung and its university partner shared similar ambitions but communicated them differently, making the programme difficult to distinguish from its competitors. The challenge wasn’t simply to refresh the brand—it was to give the accelerator a purpose people could immediately understand and rally behind.
The strategic shift came from identifying what both partners were ultimately trying to create: entrepreneurs who measured success not only through commercial growth, but through positive social impact. Framing the accelerator around “sociopreneurship” transformed it from another startup programme into a movement with a clear point of view. The identity, messaging and brand system simply became consistent expressions of that central idea, allowing every touchpoint to reinforce the same purpose.
Rather than competing on facilities or funding alone, the accelerator occupied a unique position centred on technology with social purpose.
Samsung’s corporate citizenship goals and the university’s entrepreneurial focus were unified through a single strategic platform.
Years after launch, the visual identity and graphic system continued to be used, demonstrating the longevity of the strategic foundation.
David helped transform a standard CSR program into a standout platform—making social impact a defining part of our startup brand.
Farhad HejratHead of Corporate Marketing, Samsung
Helping organisations, teams and brands grow through clear, purposeful creativity.
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