SAMSUNG Digital Home Appliances Design is carrying out diverse design work for each region and across its range of products but under a single design spirit. We would like to secure our design language by establishing this intangible spirit as a tangible "Design Philosophy" and present clear design directions by product and field (product, UX and CMF design). We have established a strong "Design Brand Identity" through the communication toolkit (video, book, leaflet and image library) based on storytelling for the efficient dissemination of our design philosophy. It is used for sharing design goals internally and design promotion externally.