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GE Capital was in a financial position to spin off from the parent company and become a new brand. Because they are essentially a ‘b>b>c’ company, giving credit as a private label to large corporations, we had a very unique challenge before us.
To ensure that we maintained the client relationships but also flexed to be relatable to consumers in the future, we created a brand that celebrates the idea of engagement, and always remembering that to be successful you must engage more.
The challenge was this; in four months, develop a fully functioning strategic foundation, name, logo, visual system and messaging for the launch and IPO in spring 2014.
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Designed at Interbrand NY
Creative Director: Craig Stout