Galaxy S8

When Samsung created a phone screen without side borders, the challenge became how to communicate the idea of an immersive screen that was larger than ever before. Instead, I focused on the uninteresting, small top and bottom bezels and everything changed. Any background the graphic was placed over instantly became an immersive screen and the borderless concept was more apparent than ever. The “brackets” became an unmistakable asset for Samsung to use in product launches for years to come.