FieldCore from GE
Creating a powerhouse brand for GE's new field services company. [ + expand for details ] [ - collapse details ]

 

Challenge

Look inside practically every facility where electricity is generated, and you'll see incredibly complex technology at its core. To keep these kinds of systems humming reliably and efficiently, plant operators depend on expert outsourced service teams—mobile, onsite engineers and technicians with the specialized know-how to install, service, upgrade and optimize this vital infrastructure.

GE came to us with a confidential challenge: To become even more agile and reliable for customers, they were planning to launch a new independent company—creating a global field services powerhouse that would combine the field services arm of GE Power Services with their wholly-owned field services execution company called Granite Services. To meet their accelerated launch date, they required all the parts in place: a company name, a brand identity and website, and a set of carefully crafted launch materials to bring the details and advantages to customers—while inspiring confidence and buy-in from its new employees.

 

Insight

Our discovery process revealed that the new company needed to be positioned as a new, better extension of GE, which called for a visual/verbal brand expression based on GE elements, yet recognizably distinct. Through a series of key stakeholder interviews, we developed the distinct attributes and personality of the new company and a positioning that reflected the passion, personality and sense of purpose carried by the teams of expert problem-solvers who deliver it.

 

Outcome

Guided by the upfront research and brand positioning, we went to work developing scores of potential brand names for the new company. This process ultimately led to a unique name that reflects the field-based nature of the work and its core importance to the success of customers. We followed this step with logo design process, arriving at a unique mark that works well in a number of applications from embroidered shirts to vehicle signage.

Leading up to the announcement date, the FieldCore leadership team members were concerned that current Power Services and Granite employees would perceive this major change negatively. However, thanks to careful messaging and an array of internal communications pieces including an inspiring new website, brand launch video, employee presentations and an infographic, their reaction was overwhelmingly positive. With our comprehensive brand identity system, FieldCore marketers now have a comprehensive communications framework to take their story to their markets and the world.

Logo

Brand Expression Guidelines

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Corporate Video

Infographic

Website

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