Strategic campaign leadership through a major corporate rebrand
The challenge
Digital had a vital story to tell about energy transition and net zero, but the category was saturated with greenwashing messages and uninspiring data visualisations. The audience were experienced energy professionals, proud of powering the world and deeply sceptical of tech for tech's sake. The creative needed to cut through with something genuinely distinctive. The additional complexity: midway through the campaign's life, GE Digital rebranded to GE Vernova, requiring the work to flex and carry through a significant corporate identity change without losing momentum or coherence.
My role
Design Director / Creative Lead
Led the strategic creative direction and concept development
Hired and directed a US-based Lead Designer to manage day-to-day rollout
Provided senior oversight across the full campaign lifecycle
Ensured creative consistency through the GE Digital to GE Vernova rebrand transition
Hired and directed a US-based Lead Designer to manage day-to-day rollout
Provided senior oversight across the full campaign lifecycle
Ensured creative consistency through the GE Digital to GE Vernova rebrand transition
The Work
The campaign was built around the strategic idea of balance, positioning GE as a practical visionary that could navigate the tension between environment and economy, legacy and emerging technology, hard-earned knowledge and new innovation. The visual system used two halves of a circle, echoing the GE logo, with two-word ampersand headlines, creating a flexible creative framework that worked from brand awareness through to content marketing, product releases and live events while remaining instantly recognisable. The system's flexibility was what allowed it to carry successfully through the rebrand.
OUTCOME
A campaign with measurable commercial impact. 2x increase in website traffic. 83% increase in the value of website-sourced and influenced SQLs. 318% increase in the number of sourced and influenced SQLs from ungated assets. The creative framework proved durable enough to run across multiple markets and formats, and flexible enough to survive a major rebrand intact, demonstrating both the strength of the original concept and the quality of its execution.
