BRAND EXPERIENCE
CREATE YOUR PLAYLIST
Newcomers Onboarding Experience Design
MAR 2025
Newcomers Onboarding Experience Design
The onboarding slogan of SM Entertainment, “CREATE YOUR PLAYLIST,” embodies the idea that new employees actively shape their own careers, just as they would curate a personal playlist. This slogan is integrated throughout the entire onboarding process, allowing newcomers to naturally experience SM’s identity—music—at every step. The welcome kit also reflects this concept through design elements inspired by CDs, further emphasizing the musical theme.
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