marketing promotion strategy/collaboration item planning/project management with LAMY/promotion communication message/storytelling copywriting/package design(label+box)/leaflet design/box production

Samsung Card's newly launched AMERICAN EXPRESS BLUE card targets new workers (25-30 years of age) and requested the bread and butter to plan, design, and produce marketing promotion for the Young Lab community. Thus, the bread and butter selected stationery, essential for new employees, as a promotional item. We especially partnered with LAMY — a premium writing instrument brand that has been continuing its Bauhaus spirit for 90 years and upholding design, quality, and German manufacturing principles — to create a LAMY kit with a blue notebook and blue pen.

This kit main message featured 'MY FIRST THINKING TOOLS,' and the sub-message was 'Write to live: Only those who write can survive' or in Korean' 적자생존 : 적는 자만이 살아남는다.' The messages hold double meaning: (1) convey how new workers work hard in a competitive company environment and how the pen and note can be their tool to survive (2) the ability to record their performance and activity in the notebook will support the endurance.

Just as many intellectuals have used [record] as sources of creativity, setting goals, ideation, and organization are some of many skills to overcome work life. Therefore, the copywriting communicates an encouraging message from the Samsung Card about the [Power of Record] : a notebook and pen will allow the new workers to make their own history.

The kit design had the main message, 'MY FIRST THINKING TOOLS,' in hologram foil printing on the intelligent navy background so that based on different perspectives, the colors are seen differently. Such variety represents the dynamic and struggling working life of the Millennials and Gen Z. Additionally, once the notebook and pen are removed, the box can be upcycled as a small storage box. Finally, three chic and stylish stickers were designed and put into a LAMY notebook, adding to the fun of decorating a diary.