To transform GE HealthCare from a technology brand to a customer care and compassion brand. A creative process of step-by-step behavioral adjustment to new visual brand to signalize global transformation of GE HealthCare.
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Results. Found the most effective way to transition global GE HC to new brand identity, story, and color. Telling a new band story in a way that keeps informing and growing. Promoting compassion as the main focus of a new brand. Deliverables. New logo, color, visual design system and story. Brand guidelines.
