GE
GE’s global internal IT organization, CoreTech, tapped our team to build a modern and innovative Internal Service Provider digital marketplace for its vast product and services suite. CoreTech’s goals required we apply customer-centric perspective as it reinvented how to serve GE’s 16 business units as valued customers, not just peers or co-workers.
How do you serve business units so large that as individual companies they would be in the Fortune 500? We had to work with various GE teams to translate legacy ways of working with and provisioning tech into fast delivery of solutions focused on providing business outcomes, consulting and support.
“Gus and his team always came to the table with spot-on strategic thinking, on-target designs, and the right solutions helping us to mature our brand as we take on new initiatives.”
— Chris Drumgoole, Chief Technology Officer, GE
GE CoreTech intranet site
As with any such effort, the online presence is a reflection of the culture and organization itself and for a 120+ year old global giant, this was no small task—expecially given the seismic internal and cultural changes happening in parallel with this effort. Our team worked closely with GE’s leadership team at their headquarters on how to manifest presenting their service offerings to their customer base—GE business unit CIOS, IT leaders and product owners—while also capturing the cultural changes happening in how the IT team was approaching work overall. This was a tall order: shaking the old stereotypes of the aloof, slow-moving, a-social technologists and becoming a force of agile, empathetic, and passionate advocates.
Brand principles microsite
When going through such a large scale positioning, it’s important that the brand promise of the organization is reflected from the inside out, which led to the need to create a compelling expression of their vision and mission to the very people charged with delivering its services to GE’s internal customers. To serve this aim, we created this brand principles microsite for CoreTech team members, bringing that message to life with an approachable, engaging, and interactive experience.
Serving up on-site support
As a CoreTech sub-brand, MyTech serves employee tech needs such as laptop, phone, and customer support. We also were tasked with branding on-location help desks to life, ala a virtual and physical Apple Store, complete with their own take on the Genius Bar. It all served to reset the relationship with IT from the perception of aloof, asocial technolgists to that of an approachable, passionate, and understanding advocate.
A spirit of creativity and innovation was important part of the brand expressions, from the way uniforms were designed to the giveaways like this notebook, which served as a useful resource while reinforcing the personality of the MyTech group.
These posters were created to build awareness of the MyTech team. They were designed to be displayed in break areas, elevators, and other high-traffic areas of GE’s regional offices.