Work: Brand Strategy, Naming, Tagline, Signage
GE wanted to infuse its dated help desk/internal IT model with the cool-factor of Apple’s Genius Bar. Much more than a store for tech problems, MyTech Lounge is a launchpad for innovation—a place to explore new technology and hang out. Behind the scenes, I created an internal communications strategy, along with the customer-facing store name, tagline, collateral and wayfinding signage. These assets are driving the launch of new stores on 140 GE campuses around the world.
Designer: Bailey Parkerson
Design Director: Molly Hawthorne
Copywriter: Megan Kwan