Matthew Gould-Lucht
Art Director & Designer

LG – What's Your Signature


LG Signature

Launching a premium line of LG appliances with a campaign about identity and purpose.  

Everyone has their own style or what we like to call, their own signature. It’s an identity that is as much physical as it is spiritual. LG SIGNATURE products echo this duality with devices that are as beautiful to look at as they are to use. 

We launched the campaign with a docuseries based around two defining figures in the fashion and food industry–Phillip Lim and Dominque Crenn. We asked them to answer a simple question: What’s Your Signature?


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


To drum up interest for this idea 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.