LG partnered with Instrument to create a cohesive GUI identity across its growing ecosystem of products, from home appliances to entertainment. The goal was to create a shared design language that could work across very different screens and interactions, while still giving every experience a distinctly LG feel.

We developed a flexible system that brought together the core building blocks of the experience, including typography, color, motion, layout, shape, and reusable UI patterns. Along the way, we tested concepts with customers across global markets, using what we learned to find the right balance between consistency, usability, and brand expression.

The result was a comprehensive GUI playbook, supported by key product experiences that showed how the system could flex in the real world. It gave LG and its teams a shared foundation to build from, helping create more consistent experiences across products while leaving room for the system to grow and evolve.