Commissioned by Cheil to create a fully immersive illustrated world for a major Samsung Galaxy launch in London, this project transformed the event space into a character-led environment celebrating Galaxy AI.

The commission extended beyond standalone illustrations, encompassing large-scale environmental graphics across walls, floors, arches, columns and architectural surfaces, alongside wayfinding, typography, maps, phone stickers and a suite of information-led graphics.

The visual identity centred around a cast of original characters, each designed to communicate how Galaxy AI features integrate naturally into everyday life. Drawing on my background in comics and world-building, I approached the project as a connected universe rather than a collection of individual illustrations, ensuring every environment, graphic and touchpoint contributed to a cohesive narrative experience.

Client: Samsung
Agency: Cheil
Role: Illustration, Character Design, Environmental Graphics, Information Design, Wayfinding & Visual Storytelling