Nick Deyring is Executive Design Director at LG’s 200+ person in-house agency. He believes the impact of design on business results is amplified if you take a human-centric approach.
We spend months developing the work, then short minutes presenting it. The success of every project is linked to how well it is presented to stakeholders. When you tell your story, be ready.
Creative work is done by people. It's always felt only natural to me to care about the people who make the work, and in return they will care about making great creative.
The traditional, hierarchal approach to leadership is being redefined to meet value-based priorities. It's not enough to just do the work, there needs to be a strong, positive purpose behind it.
LG.COM + NEW 2022 -
Launching brand and e-commerce design systems
Using a whole-org approach, LG is reshaping every channel using design system thinking, content initiatives, and branding consistency. It all starts with customer listening, testing, and a belief that the people who connect with Life's Good are the reason we do it all.
LG + DESIGN SYSTEMS
Data-driven, beautifully crafted design systems for all LG digital channels and all product lines
Data-driven media meets beautifully crafted design systems. Working in all channels including video, display, social, crm, as well as sophisticated cross-team dynamic integrations. Using first party data and all media buying done in-house, this allows for beautiful things to be made at speed and scale. Now that's good.
LG committed to going carbon neutral by 2030, which is 20 years sooner than most other major CE brands. It's an example of the kind of company positioning that you would never hear about, because LG is such a humble company. So we created this global , language-agnostic, visual platform that shows product and design coming together to improve the world's environment.
LG + CATEGORY DEFINITION
How might we design, position and brand an entirely new category of television?
First there were cathode TVs, then LCD TVs. Then LG invented an entirely new technology for television, LG OLED. The strategy, creative, and design of the program took shape by highlighting that this new category of television was indeed entirely different. It meant not just focusing on messaging, but also creating new means of selling with retailers, new training programs for associates, and new technology approaches to distribution.
This project won the global LG innovation award in 2016, the first time it was ever given to a creative agency, rather than an internal product engineering team.
LG.COM + MODULAR DESIGN
How might we utilize content from multiple soures that feels like a seamless site experience?
LG is a huge organization, and a frequent complication is content and assets come from a wide range of sources. In order to acommodate this, a design system was used that included a variety of modules and components baked into the CMS. A robust design-to-export pipeline, documentation for full-team understanding of use, and component library all syncronized. Link to case study.
LG + GLASS DESIGN
How might we sell a design-driven television in an otherwise sea full of TV sameness?
The LG Glass television has an elegant unique design that isn't found at your normal TV store. We wanted to strategically position the TV not just in tactics or executions, but to change the place the model is sold. It is a TV for those that appreciate unique materials usage in their homes. So where might we find that kind of shopper? High end furniture stores were the answer. Winnder of multiple strategic positioning awards.
LG + SITE EXPERIENCE
How might we launch a new kind of a digital watch?
LG launched the first totally ciruclar Android wearable. So we created a fully immersive experience that shows how great the G Watch R looks and the real things you can do with it. Using animated viewpoints of the customer, it shows why the watch is unique but also the practical benefits of it. Winner of multiple best in show awards.
CANON + WEB DESIGN
How might we make a site experience that focuses photographers on adding to their lens collection?
Professional photographers don't need to be convinced that getting the right lens for their work is important. But the knowledge gap for many aspiring pros and advanced consumers is quite wide. Canon launched a major new web initiative for lenses, to educate and inspire photographers of all levels about the powers of different kinds of lens types and levels.
LG + SUPERBOWL BLITZ
How might we turn a SuperBowl campaign into a digital event that drives conversion?
LG OLED TVs had been launched and announced before, but due to a new lineup of models and lowered pricing structure, it was becoming possible for anyone to buy one. This meant the technology of the future was going to be available to anyone. A Superbowl campaign, partnering with Ridley Scott, used science fiction storytelling to get viewers excited. So in digital channels we used a character from the future to talk about it today.
Drove more direct to-site traffic than any other SuperBowl campaign before it.
SOUTHWEST + IN-FLIGHT GAME
How might we create a unique brand experience?
Role: Art Director
Winning a pitch for Southwest Airlines provided the opportunity to create a unique in-flight experience, celebrating the "bags fly free" promotion with a bag-toss app game. Using realistic physics and 3D assets generated for every major city Southwest flies to, a fun experience with a hook added into the flight experience. As users approach their destination, for every bag sunk into their arriving city, flyers would receive a snack voucher.
The work I'm the proudest of isn't a web site or a video. Team building, teaching and facilitating creative thinking are the best parts of my experience. Reminding everyone I work with, whether creative is in your job description or not, to enjoy the process, have fun, and work together is the real joy. It is a profession of creation, and we are bonded by it. Believe.