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A brilliant world at Work

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GE

Brand Platform

Overview

GE Reports is a new online publication that showcases in editorial style the incredible ways GE technology is impacting our planet. From aviation, to advanced healthcare, clean energy and lighting, GE literally helps move, power, cure and build our world. GE approached The One Centre to help it position and brand its new publication and create the hero story content to launch it successfully into the world. We created the GE Reports identity and tagline and 12 hero stories, complete with original feature images, films and editorial headlines and stingers. We then transformed the stories into an integrated advertising campaign, including press, online, collateral and special event screens to drive subscriptions.

GE Reports is a new online publication that showcases editorially the incredible ways GE technology is impacting our planet.
Strategy

GE works on things that matter. It’s a global complex of brilliant minds and machines at work every day solving the world's toughest challenges. After developing GE’s local brand positioning, we created a publication positioning that contained intrigue and enticement and spoke to the pantheon of GE's endeavours. GE Reports is not a publisher of glib corporate information. It’s an exciting expose of the monumental challenges GE confronts. We wanted the brand to express the drama and detail of how GE tackles complex problems with brilliant solutions. We wanted it to appeal to a leader's 'inner geek'. Which led us to the proposition, 'Discover a brilliant world at work'.

'Discover a brilliant world at work.'
Identity

Using the GE corporate typeface and colour pallete, but injecting a deliberately fresh, online publication feel, we created a simple, clean brand identity and masthead for GE Reports. For advertising and communication we adapted the positioning and created the tagline, 'Subscribe to a brilliant world at work.' Both a line, a call to action and a philosophy to identify with, the overall identity spoke to a new, exciting, intelligent, Time-magazine-type read with a vibrant digital presence.

The identity spoke to a fresh, exciting, intelligent, Time-magazine-type read with a vibrant digital presence.
Image Content

Working with the GE team we develop 12 lead story ideas and conceptualised 12 captivating magazine-type-cover images and headlines for GE reports homepage. We then created the images using a combination of innovative production techniques. The image series was used on GEReports.com.au but also formed the basis of a launch advertising campaign, a set of artworks, event screen content and a social media content marketing campaign.

Short Films

As well as creating original imagery on GE technology stories, we also write and produce short films that featured on GEreports.com.au An example is Miracle Twins, the story of premature babies Ethan and Noah, kept alive in a GE Giraffe Omnibed. Like the still imagery, our films are creatively approached, hightening engagement and demonstrating GE technology is all about achieving deep human impacts. Miracle Twins is a story told in reverse. We begin with happy healthy children then step back in time through the emotional roller coaster faced by the parents, and subtly interweaving the critical role played by the GE technology in stablising the situation.

Like the imagery, our films are creatively approached, hightening engagement and demonstrating GE's technology is all about deep human impacts.
Advertising

Launching a new publication requires readers to immediately understand that this is a 'publication' while intruiging them with the style of content on offer. Launching a brand publication is even more challenging. True journalism has an edge. Our ampaign featured our hero stories, including high-impact images and curious headlines with a call to action to 'Subscribe to a brilliant world at work.' Run as full page ads in national broasheets, business metros and in-flight magazines, the campaign gave readers a taste for what they could discover and uncover. It also confidently positioned GEreports as a legitimate publication with true innovation news to share.

The campaign gave readers a taste for what they could discover on GEreports.com.au
Digital

All our image, video and copy content was purposed for responsive digital display and distribution on GEreports.com.au, social media and other GE digital platforms. While we did not create the GEreports.com.au website, we helped its production team present imagery, headlines and stingers in a way that communicated this is a 'publication' and not a corporate site. We also set the copy tone for GEreports.com.au so its writers could achieve a distinct tone of voice. One with a different persona to a corporate, playing to our 'inner geek'.

Content was purposed for digital display and distribution on GEreports.com.au, social media and other GE digital platfoms.
Artworks

The orginal hero story images we created for GEreports.com.au were so unique and engaging, the client commission a series to be framed and hung as permanent artworks in GE offices and training centres around Australia. The images are also being used in various forms by GE globally.


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