Research+Strategy, Industrial Design
Our work with LG started in the very early 2000s, as they expressed desire to become a brand of contention in North America. Deep analysis of their competitive position was done through mapping over 100 touch points on refrigerators and proposing that action be taken on each of them to increase perceived brand and value. Over the past two decades, we’ve contributed to the design of vacuums, cell phones, cooking appliances, air conditioners, washers and dryers and multitudes of refrigerators. And, we’ve seen LG fulfill their promise to themselves by emerging as a global brand with respect- ed and valued design, as well as experience, which consumers are happy to pay a premium for.