Case Study: LG Electronics rejuvenates its brand and broadens its appeal with Wolff Olins

LG Electronics boosts younger audience appeal to 61.4% with Wolff Olins

LG Electronics needed to rejuvenate its brand to feel more youthful and appeal to a new generation of consumers. They sought to expand their reach beyond hardware and the home to become a smart life solutions company. To address this challenge, they worked with Wolff Olins on a comprehensive rebrand that included brand strategy, visual identity, verbal identity, and digital experience.

Wolff Olins developed a new "Emotionally Intelligent Design" brand philosophy for LG, modernizing historic assets and introducing new expressive elements inspired by modern Korean culture. This created a highly flexible system that injected fresh life into the brand. The results were significant, with the campaign achieving 6.7 billion impressions worldwide and social media follower growth increasing from 1% to 13%. The rebrand also successfully resonated more with younger consumers, with their engagement rate rising from 57.3% to 61.4% in just four months.

LG Electronics