GE

As a Creative Director of the team that developed the new design system for GE Digital, we shaped the visual identity and messaging for one of the world's most iconic brands.

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The visual strategy was to show how GE Digital provides software and industrial internet of things services to industrial companies. The execution of “GEnerative patterns” made endless opportunities to brand the business offer.

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The messaging strategy for GE Digital also evolved, with the tagline “Imagination Works” humanizing how software helps shape sustainable industries and lifestyles. This messaging involved market research, identifying the target audience, and creating a brand that would speak to their digital needs.

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