LG New Branding - Life's Good Visual Identity 2023
LG Electronics introduced its new brand direction and visually appealing identity in April, aiming to infuse its products, services, and communications with a vibrant and youthful spirit. The company's latest changes accentuate the positive and affirming message of "Life's Good," which can be experienced across various physical and digital touchpoints worldwide.
Recognizing the significance of employees alongside customers, LG made it a priority for its workforce to genuinely feel and embrace the revamped brand direction and the ultimate goal of ensuring a fulfilling life. To accomplish this, LG organized the inaugural Life's Good event exclusively for its employees in South Korea, commencing on June 12 and extending until the end of the month. This offline gathering served the purpose of promoting LG's brand value and provided a valuable opportunity for all local employees, including executives, to develop a deeper understanding of the essence of "Life's Good."
The Life's Good event was meticulously designed to align with LG's core values, centering on three pillars. In line with the first value of "Uncompromising Customer Experience," the company ensured the event space's overall quality and design, as well as the distributed goods, met the highest standards. Emphasizing the value of "Human-centered Innovation," LG prioritized creating a meaningful event for all employees. Lastly, embodying the value of "Warmth to Power a Smile," LG aimed to host an event where participants could temporarily break away from work and savor the moments of joy encapsulated in "Life's Good."
Throughout this month, Life's Good trucks, adorned with assets showcasing the brand's new visual identity and brand direction, will tour 11 of LG's South Korean business sites, including the LG Sciencepark R&D complex in Magok, the R&D Campus in Seocho, and the LG Smart Park production base in Changwon. These mobile brand event spaces, which transform from trucks, provide LG employees with engaging brand experience programs during lunch breaks and throughout the afternoons. Additionally, the trucks feature large LED displays, acting as giant screens that play captivating videos to showcase the company's thrilling new visual identity, demonstrating LG's unwavering enthusiasm for creating a good life.
Employees who visit the event zones are treated to a delightful experience and receive exclusive merchandise featuring the Life's Good slogan. Collaborating with a popular coffee brand to ensure the finest taste, the Life's Good truck distributes complimentary coffee cans in three different color designs, symbolizing LG's core values.
Furthermore, through a digital roulette event, participants have the opportunity to win goods with designs and colors aligned with LG's new visual identity, brand value, and the season. These prizes cater to various aspects of life's pleasures, such as leisure activities like camping chairs, and reflect LG's core value of warmth that brings smiles, like beach towels for summer trips. The event also features practical items suitable for the current season, such as umbrellas.
At the recent Life's Good event held at LG Twin Towers in Yeouido, LG-branded goods were distributed by none other than LG CEO William Cho himself. The CEO made an unexpected appearance and took the time to interact with employees, posing for photos that surprised and delighted them.
CEO Cho expressed his hope that the Life's Good event would bring LG employees closer to the brand and foster a stronger alignment with the company's aspirations. He urged everyone to embrace the spirit of brave optimism, continuously confronting and overcoming challenges to enhance consumers' lives.
Employees who participated in the event shared their positive experiences, expressing high hopes and anticipation for LG's efforts to become a more active and youthful brand. They were deeply moved by the company's belief that improving consumers' lives starts with the happiness of those within LG. Additionally, employees expressed delight in receiving unique goods symbolizing the LG brand, which cannot be obtained in stores.
