PRESS RELEASE Seymourpowell design multiple-award-winning products & product identity for kt (Korea Telecom) Trio of red dot awards won for concept design and communication design Two iF awards, and a Good Design Award also wonLondon, UK, 30 November 2012 – leading global design and innovation companySeymourpowell, is pleased to announce details of its multiple-award-winning design work forKorea’s leading telecoms provider kt (Korea Telecom). As well as developing new products forkt’s olleh range, Seymourpowell also delivered a comprehensive product identity across kt’sentire olleh suite of 56 products.As part of the brief, Seymourpowell was tasked with bringing consistency to kt’s family of 56product types - each managed, designed and manufactured separately by different internalbusiness units. The products range from USB modems, connector cables, set top box’s, remotecontrols, smart phones, satellite dishes, rack servers, digital signage, laptops, speakers, andpoint of sale terminals.Seymourpowell created a single product identity, outlined in a set of innovative guidelines thatensure the family of olleh products remain on-brand. By translating the core product values ofthe brand, the product identity provides a consistency to the design of all olleh products.Core to the brief was the development of kt’s award-winning home networking devices 1, whichconsist of the internet modem, home hub and set top box. These products received a red dot 2award for design concept in the entertainment category , and are subsequently in the processof being developed for production. Key to their success was their subversion of commonimpersonal high tech devices. Through their natural design style and sophisticated form, theolleh products provide an emotional and sympathetic connection with the users and their lives.Seymourpowell also designed the packaging associated with the home networking devices,which received the ‘Best of the Best’ red dot award for design concept in the productivity1 http://youtu.be/Sj5M0qF0Hag2 http://www.red-dot.sg/dconcept/portfolio/view.php?rid=93
/cont 3category . The packaging has been designed to minimise material use and encourage re-use.Once the packaging delivers the products safely to the home, it can be reused as a device tohelp manage the cables associated with kt’s products by simply turning the packaging inside 4out . The product packaging is consistent with the identity of the products they contain as ituses simple, unobtrusive and sympathetic forms.To demonstrate the effectiveness of the new product identity, Seymourpowell designed 14 newproducts within the olleh range. These products tested the understanding and consistency ofthe product identity and include: a wifi phone, landline phone, tablet, remote control, wibro USBmodem, security camera, power adaptor, connector cables, cable tidy, domestic 3g repeater,and public wifi modem.The attributes of the olleh products were communicated in the olleh curve brochure, for which ktreceived the red dot award in communication design for editorial and corporate publishing5.The brochure is a sleek visual depiction of how Seymourpowell and kt came to develop theconcepts and product identity.Seymourpowell Associate Design Director Matthew Cockerill commented, “The scale of kt’sambitions is really unprecedented. The project involved the creation of a product identity manualthat allows their business units and design teams to create and manage the development ofproducts with a consistent visual language and brand identity. The work was a creative andtechnical challenge, to deliver an identity that could deliver aesthetically pleasing productsacross such a diverse portfolio of products whilst respecting their component constraints,ergonomic considerations and product category conventions.”Cockerill added, “Ultimately the success of the product identity will be judged by the products ithelps define. In our work, we have created the first 14 of these products, delivering consumertechnology that is appropriate for the consumer’s home as well as the brand. The products aim3 http://www.red-dot.sg/dconcept/portfolio/view.php?rid=1754 http://youtu.be/fh6qETNLtEs5 http://red-dot.de/cd/online-exhibition/work?code=05-1031&y=2012&c=0&a=0
/contto be sympathetic to their surroundings, blending in whilst simultaneously retaining individualcharacter and identity.”Yung Kim, Senior Executive Vice President of kt, with previous experience at BT, was first topropose the Product Identity project at kt. Kim commented, “We were lucky to have partneredwith such skilful design partners as Seymourpowell. We couldn’t have asked for a better partnerto work with and they never stop impressing us with their passion and commitment to theproject. We would like to thank Matthew Cockerill and his team for their outstanding aestheticsense and management capability.”In the last few days, its been confirmed the project has won yet more awards. The homenetworking devices won the iF product design award in the ‘Computer’ category. Secondly, Thekt Product Identity work won the iF communication design award in the ‘R&D of professionalconcepts’ category. Finally the remote control in the olleh range won a Good Design Award inthe category of ‘communication terminals/device for individual and family’. ***ENDS***For further information contact:Tim Duncan or Erin SmithPR, SeymourpowellEmail: email@example.comTel: +44 (0) 20 7386 2369Email: firstname.lastname@example.orgTel: +44 (0) 20 7386 2339About Seymourpowell – The shape of things to comeSeymourpowell is one of the world’s leading design and innovation companies. Founded in1984 by Richard Seymour and Dick Powell, the London-based group of award-winningdesigners has produced some of the ‘milestone’ products of the last two decades. The companyis now part of Writtle Holdings.
/contSeymourpowell is currently 95 people, combining a design studio, research centre, materialslibrary and prototyping workshop.Seymourpowell has a unique holistic approach to design and innovation, which combines indepth experience and up to date intelligence about people, markets and businesses. Thecompany has the ability to forecast and interpret the vital implications of behaviors and work outfuture scenarios to give its clients the confidence and reassurance they are making the rightdecision.Seymourpowell is skilled in exploiting ideas that create real value and always look to moveclients forward creatively. Seymourpowell is not just a company of visionary thinkers, but future‘doers’. Ultimately, Seymourpowell is about making things better: better for people, better forbusiness and better for the world.Specialisms include design innovation, transportation design, ethnographic user research,strategy and new product development (NPD), trends and forecasting, product design anddevelopment, 3D structural design and 2D graphic design.About kt (Korea Telecom) – Wave of Innovationkt is the leading telecommunication service provider in Korea. Design Policy Team is core tomanaging diverse design initiatives of the business units across the entire organisation. Theprimary responsibility of the team is to establish a total identity, encompassing the wholespectrum of brand, space, UX, and product identity. The team is comprised of individuals fromdifferent backgrounds, including industrial engineers, marketing experts, communicationdesigners, interior designers, and UX designers. With multidisciplinary approach, the teampresents different sorts of innovative projects with a whole new perspective.