Matthew Gould-Lucht
Art Director & Designer

LG – What's Your Signature


LG Signature

Everyone has their own signature–an identity that is as much physical as it is spiritual. LG Signature products echo this duality with appliances that are as beautiful to look at as they are to use. 

To convey this to a new audience, we launched a docu-series using two defining figures in the fashion and food industry–Phillip Lim and Dominque Crenn.


We also provided an opportunity for our followers to discover their own signature with a Signature Analyzer. was a short quiz that was delightfully whimsical and oddly accurate.


To drum up interest for the product we cut :15s of both Dominique's & Phillip's signatures.

These clips were designed to be visually arresting and drive people to the full documentary.