In an effort to reach its millennial generation, Samsung's target consumer base, the company wanted a visual identity system for its VL Series models that was both aspirational and confident in tone and style. The company used the shapes of the actual products as the basis for the graphic motifs to express an intuitive and emotional message about the series' design and functions. Designers created a unique geometric wave form for each model to establish its individual identity, offering a consumer experience that is visually appealing and elicits a strong emotional connection to sound.