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Launching Samsung TV Frames with Opia and Shopify

Services Provided

Performance Campaign, Broadcast

Date

During my time at Charle Agency (2022)

Link

Website

Role

Lead Designer

Industry

Technology & Electronics

Opia are global leaders in tactical and strategic sales promotion campaigns to help improve KPIs for partnering brands. ‘The Frame Bezel’ is a television frame campaign by Opia for the leading multinational electronics corporation Samsung.

Samsung, the South Korean tech giant diversified its TV product offering beyond the television screens themselves, to offer personalized bezels for screens of a multitude of screens and sizes. We at Charle were appointed to design, develop and launch a bespoke Shopify theme with multi-variant technology to allow easy-to-use customization of frames. We were tasked with allowing a user-friendly customer experience with Shopify that maximizes engagement and transactions whilst embodying Samsung's familiar look and feel.

As the lead designer on Samsung’s ‘The Frame Bezel’ project, it was essential that the website design aligned seamlessly with Samsung’s established global brand identity. I focused on delivering a clean, modern aesthetic that mirrored the simplicity and familiarity of their core digital presence to ensure a cohesive and intuitive user experience. To lay the right foundations, I led a comprehensive discovery phase—diving into Samsung’s brand guidelines, reviewing competitors, and analysing their existing online ecosystem. This strategic groundwork allowed me to design a bespoke, conversion-focused Shopify theme that not only upheld Samsung’s visual language but also supported the goals and mission of the campaign with precision and consistency.

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Multi-variants & bespoke Shopify UI

As the lead designer on Samsung’s ‘The Frame Bezel’ campaign, my goal was to make the extensive customization options—over 40 frame finishes across various styles and TV models—feel simple and accessible to every customer. To achieve this, I designed a bespoke UI that grouped finishes by style (modern, premium, deluxe) and used clearly assigned colours to make selection intuitive and visually engaging. Working closely with the development team, we pushed the limits of what’s possible on Shopify to ensure the customization journey was smooth, user-friendly, and free from friction—removing barriers to purchase and enabling customers to confidently explore and choose their perfect frame finish.

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