GE Recharged
Agency: Infinia Group
Agency: Infinia Group
In 2011 GE acquired Dresser, Inc., manufacturer of a broad range of products for the oil and gas distribution industry. Infinia Group was asked to provide strategic communications tools to help integrate the Dresser business. Based on interviews we conducted with key Dresser managers, I developed a message campaign that underscored the symbiosis between the employees and their new company.
The GE+ME campaign was conceived as a gobal launch with components ranging from local facility events to personal giveaways to environmental communications.
The GE+ME campaign was conceived as a gobal launch with components ranging from local facility events to personal giveaways to environmental communications.
The equation format is appropriate for an engineering/problem-solving culture
Community-facing banners on facility exteriors promote GE’s values and reinforce GE’s commitment to former Dresser constituencies on a local basis.
Long-standing employee pride in individual Dresser product lines is given a fresh context with a modular banner system displayed on GE shop floors in many diferent countries
Facility posters re-frame established GE priorities as part of the new GE+ME initiative
The magnetic wordkit giveaway allows employees to engage in the interplay of company, products and goals which are the components of the GE+ME message campaign.
Two-sided wristband: on the outside, the relationship; on the inside, attributes and benefits
Email blast/newsletter format
In 2011 GE also acquired Converteam, a company which specialized in technology for facilitating the conversion and distribution of energy resources, from coal mine conveyors to oil tanker navigation systems. Infinia Group provided naming, design and trade advertising for the rebranding of Converteam as GE’s new Power Conversion business. I designed elements of the new business launch, including environmental graphics for the launch event in Dubai and the employee giveaway.
Freestanding modular panels displaying the lauch campaign’s “electrifying change” brand story as well as industry-specific initiatives of the new business
Lapel pin and package
