Samsung just redesigned how it tells the story behind those products and that’s a far bigger shift.

In December 2025, Samsung Electronics launched a renewed Samsung Design website and a redesigned Instagram identity, now called design samsung. But the update isn’t about colours or layouts but opening a window into the people who actually shape Samsung’s products.

Samsung wants to move beyond polished product shots. They want to show the real journey, the ideas that fail, the ones that grow, the instincts designers follow and the observations they make about culture and technology.

In a world where AI can generate designs instantly, Samsung wants to ensure that people know that design still begins with human curiosity and emotion.

The new platform focuses on what designers think, what they notice and how they interpret the world around them. And that is important because people today want to understand the thinking behind it.

This update is a reminder that design communication is evolving. The industry has always showed perfect 3D renders, smooth case studies and final prototypes. Samsung is breaking that pattern by putting the spotlight on the designers themselves and their mindset, questions and creative decisions.

This is where the real value lies. Because design is also about the intention behind it.