GS will control retail operations that include LG-Caltex, LG Mart, LG Home Shopping and LG Construction and Engineering, while the other newly-formed entity, LG Corp will handle manufacturing. "This is a three-phase job," said Landor's Korean representative, Moo Cho.
"Discovery and analysis; brand strategic platform creation; and core signature system development."
Creative development on the assignment is taking place at Landor's San Francisco headquarters. "Right now, we are in phase two, and will begin signature development in July," adds Cho.
The launch of the new identity is expected next January and Cho has recommended Burson-Marsteller to support its rollout. Cho hopes to do further work for GS sub-brands, which, being consumer focused, will require strong, new retail identities.
Landor and Degrippe Gobe and Associates pitched for the business in February.
Cho attributed Landor's win to its long presence in the Korean market and to its experience, having handled projects for LG-Caltex.
The other newly-formed entity - LG Corp. - will take over group manufacturing arms such as LG Electronics and LG-Philips.
The restructuring programme at the conglomerate has been underway since 1999, and concluded in late June, 2004.