Brief: Creating and launching the massive $35B USD spinoff of GE’s healthcare business from GE.

Work completed to date: Strategy, including purpose and visual identity system, employee program including EVP, launch plan

Work in flight: Activation, experience, comms planning and implementation

When GE decided to spin off its healthcare operations, it needed a new brand identity that maintained a century of heritage while simultaneously pushed the brand in a new direction. As it became an independent company, GE HealthCare worked with us to reimagine their brand as more human-centric, innovative and bold.

Since April 2022, we have worked closely with GE HealthCare to build an iconic healthcare brand that addresses the challenges of today’s healthcare industry while maintaining a 130-year old brand heritage. Our role was to bring patients, humanity and compassionate care to the center of the brand purpose and identity work.

We took the core elements of the GE brand, including its iconic monogram, and created an entirely new wordmark and visual identity, spearheaded by the indelible, differentiating color of Compassion Purple. A complimentary set of colors was also created to evoke the diverse people, organizations and institutions that GE HealthCare serves.

As GE HealthCare becomes more human-centric, we helped create a photography style reflecting real, raw emotion, evoking the successes and challenges the medical community experiences every day. We helped craft a tone of voice using a plainspoken, low-jargon approach -- refreshingly different from the rest of the industry. We used an open-source typeface, Source Sans Pro, that complements our wordmark. The circular forms feel approachable and trustworthy, while the geometric forms of the Sans typeface are modern, clean and future-forward.

We unveiled the brand strategy behind the first spinoff alongside GE HealthCare in March 2023, as the healthcare company reached a total market cap of $35 billion after just two months of public trading on the Nasdaq.

GE HealthCare worked with us on a nine-month collaborative design and data-driven research process, which consisted of 20+ work streams including messaging, brand architecture, ESG, financial modeling, quantitative global research – looking at customer, investor, employee and stakeholder perceptions of the GE brand – and a global online feedback survey to engage its 50,000 employees. The partnership saw GE HealthCare and us develop the company’s brand purpose and identity to create a standalone healthcare business, built around customer needs, patient outcomes and precision care, while retaining the 130-year equity of the iconic GE brand.