GE Next Engineers
A new GE initiative called Next Engineers was started to promote diversity among students in the field of engeering and ultimately increase interest and commitment to the sector. Therefore, visual branding and new website design was a must. The intention was to align closely to GE master brand but also to establish a brand strategy that would appeal to a younger, diverse audience.
Brand
ROLES
Creative direction
Art direction
Brand development
UX/UI, visual design
Front-end development
TEAM
Darrell Stevens, Graphic design
Challenge
Defining the brand for the new GE Next Engineers initiative meant conveying the mission to increase diversity in young people in the field of engineering. In addition to the brand, designing and developing a website that would serve to fulfill that mission.
Approach
Knowing the task at hand, I immersed myself in the GE master brand to gain a full understanding of the parent company which would inform the definition of Next Engineers. That understanding led to a comprehensive and well-executed brand that could stand the test of time.
Website
ROLES
Art direction
Brand adaptation
UX/UI, visual design
Front-end development
TEAM
Krista Gill, Creative direction
Eden Fuller, Animation, UI
Sachit Thapa, Drupal development
Challenge
Designing and developing a full-scale website for a global audience in two months was another major deliverable for this client. The website needed to house resources for local affiliates as well as both public and private content.
Approach
Defining the design of this brand greatly informed the approach for the website. It was crucial to remain focused on the users for this site and how the design would improve their experience. It was also intentional on my part to keep the GE master brand at the forefront to guide design. I leveraged my branding knowledge towards the visual design of the site bringing a level of sophistication that exceeded GE’s expectations.
“This is the first website launch at GE that had absolutely no hiccups. Brilliant work.”
—Jennifer P. Edwards, GE Vernova Foundation
Aligning to GE master brand
I understand the power of a strong brand. While it was necessary for Next Engineers to be tied to its parent GE brand, it was also crucial for it to be distinct and standalone. I defined a visual system that target audiences now recognize as a trusted and recognized extension of GE.
Setting the stage
Capturing audiences for this initiative was paramount to its success. Through subtle motion graphics and a carefully planned brand strategy, Next Engineers engaged with nearly 5,000 students through programs and even more through its at-home activities during its first year launch.
