In 2023, GE wanted to create a special artifact commemorating its 130-year legacy of innovation as it embarked on a new chapter, following the announcement that it would form 3 independent separately traded public companies. It aimed to encapsulate GE's brand essence and narrative, showcasing its commitment to invention and relevance across industries, while also providing a guidebook for future progress. The objective was to communicate GE's legacy serving as inspiration for current and future employees, to humanize the company's story, highlighting its ability to adapt and innovate over time. The project involved designing and patenting a unique screw and screwdriver, printing 1,500 copies of a book containing brand insights and guidance derived from interviews with senior management and creative partners and key moments from GE's history, and international distribution to board members, employees, and stakeholders across GE's three new companies: GE Vernova, GE Aerospace, GE Healthcare.

The creative idea behind the artifact was to embody GE's brand relevance and legacy of invention in a simple and tangible form. Crafting a unique screw and screwdriver bearing the iconic GE monogram, the artifact unlocks GE's 130 year old history of helping to create the world's infrastructure. The book, filled with learnings drawn from interviews and key moments in GE's history, further reinforces the company's commitment to innovation, adaptability and reliability. As a physical object in an increasingly tenuous media environment, the artifact serves as an enduring testament to GE's enduring relevance and ability to stay at the forefront of technological advancements. It highlights the company's ethos of constant innovation, ensuring its continued relevance in an ever-evolving landscape. It appeals to individuals and organizations invested in GE's legacy and innovation journey, serving as a source of inspiration and reference for all who encounter it.

The execution involved meticulous attention to design elements and integration, with the central focus on crafting a unique screw and screwdriver bearing the GE monogram. These elements were seamlessly integrated also into the design of the book, symbolizing GE's commitment to innovation. We wanted to create an idea you could touch, and that works as introduction to the book. GE has over 400,000 patents and we wanted to create a new one, a new type of screw and screwdriver system that we could also patented. To develop the object, we worked with the GE Aerospace engineers, who helped us to design and 3D print the prototypes in steel using the same equipment they use to 3d print jet engine parts.

The artifact significantly bolstered GE's brand by both reinforcing and creating a future framework from its legacy of innovation, adding substantial value to its identity. Consumers, including employees and stakeholders, gained deeper appreciation for GE's history and relevance, finding inspiration and reference in the artifact. With 1,500 copies distributed globally, the project had broad reach and significant cultural impact, showcasing GE's global influence and innovative spirit. It positively influenced brand perception, portraying GE as a pioneering force across industries. While direct sales metrics may not apply, the internal engagement with the artifact contributed to enhancing GE's reputation and the development of potential business opportunities. It successfully achieved the objectives outlined in the brief, serving as a tangible embodiment of GE's legacy while inspiring current and future employees.