As the South Korean giant struggles to head up from its ever slacking sales, it has applied the smartest trick of the trade possible. Samsung has chosen to appoint Lee Don-Tae, one amongst the top executives at UK’s Tangerine, as the senior Vice-President of its global Samsung designer team, giving him an oversight of the company’s global design centres.

Lee has initially worked as a consultant for Apple in the early 1990s. He will be joining Chang Dang-Hoon, who is now heading the company’s design strategy team. He was earlier Samsung’s mobile design chief. They will be working in the team that oversees long term design strategy across the various business units. Lee’s duties are not yet elaborated.

With the maturing of the global smartphones markets, this giant has seen its profits shrink since it is very difficult to be different from a pack of alike-looking devices. This puts designing in the premium and Samsung designer team is eager to show and prove that it is ready for the challenge. In April 2014, it revealed its design website to re-proclaim its status as a powerhouse of design.

However, Lee is not new to the Samsung world. He helped Samsung’s construction arm craft apartment interiors for its “Raemian” brand. Lee was then the Co-President of Tangerine and headed the design agency’s Seoul studio.

It is believed that with Lee’s entry in the Samsung designer team, Samsung will get a new look to its gadgets and we hope the profits raise and Samsung has a better market this year!