Birthing a new brand from GE and Baker Hughes
Role: Group Creative Director
When Baker Hughes and GE Power joined forces to engineer better energy technology, they needed a new brand to speak to their joint venture, an initiative geared toward the future. We not only named the new brand, we developed a new brand identity from the ground up to serve as a representation of energy advancements, act as a beam of optimism, evoke a sense of employee pride, and reflect the customer-focused legacy of both parent brands.
The marriage of two iconic legacies
We selected a foundational color from each brand to form the new color palette of the Aero Alliance joint venture. A futuristic abstraction of spinning turbine blades anchors the new logo.
Collaborators
Jonathan Ong, Associate Creative Director (Art)
Taylor Hurwitz, Senior Designer