BRAND STRATEGY: GE Oil & Gas
General Electric’s entry into the oil and gas sector of the energy industry coincided with the launch of the “Brands in Motion” identity package across all G.E. companies world wide. Originally developed in Europe, the work of Tony and his creative team in the U.S. was integral to the constant evolution and refinement of standards for this new global identity package throughout that first year. Tony shepherded GE Oil & Gas in the implementation and further evolution of these new standards for their North American audience, working in conjunction with corporate brand managers in Italy to design new print literature, print advertising, and video executions – pushing the boundaries of the new branding while still adhering to the core identity principles.