GE LOGIQ
The GE LOGIQ ultrasound system was raising the bar for quality machines, and the brand needed to be updated to reflect that. I was the primary visual lead on the project, concepting and art directing their campaign. From the beginning of the project, I was involved in strategy discussions to determine the overall theme — Always ready, always by your side — and worked directly with the GE team to develop a visual language that was unique and fresh while retaining the overall aesthetic of the GE corporate brand.
Always ready, always by your side.
Our team worked with photographers and videographers, art directing an extensive shoot. I developed storyboards for multiple videos, tailored to different audiences, and provided direction to photo retouchers to deliver a final library of assets for
the campaign.
The video went on to win an award for Digital Excellence from The Communicator Awards.
Campaign banners
GE LOGIQ Club site
Working within the corporate GE brand guidelines, I developed the visual voice for the LOGIQ campaign. Through creative workshops with the GE team and an iterative creative process, we determined the characteristics of the LOGIQ brand — visionary, practical, collaborative, intelligent, and bold. These traits informed all levels of creative, from the overall campaign theme to the final videos developed.