Project

At our agency, I built a strong and trusted working relationship with GE — one where their teams would reach out to me directly when a new challenge arose. The projects that followed were diverse, fast-moving, and deeply rewarding. Here are some of the most successful.

RailConnect 360®

GE came to us with a specific and complex challenge — they needed an interactive sales tool that could live entirely offline, free from any dependency on internet connectivity, while still delivering a rich, customized experience for each user.

We engineered a solution that lived natively on each user's computer, allowing sales teams to tailor the experience in real time based on the needs of the customer in front of them. Brought to life through lively animations, users could click into the screen and dive deeper and deeper into specific products and solutions — then zoom back out to explore more. The experience housed everything a sales team could need — case studies, product overviews, presentations, and more — all wrapped in a look that was simple, intuitive, and even fun, making complex solutions feel surprisingly approachable.

GE Power Generation campaign

GE Power came to us with a creative challenge — they wanted a new campaign that moved beyond the cold, industrial imagery of heavy machinery and spoke to something more human. We answered with a campaign that brought warmth, humanity, and real-world outcomes to the forefront. By pairing a softer, more approachable visual language with powerful storytelling, we made the machines feel meaningful. The campaign rolled out across print, out-of-home, landing pages, video, and digital — a fully integrated effort that changed the way GE Power showed up in the world.

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GE Software landing pages

With GE Software preparing to launch, they needed a fast, polished digital presence to bridge the gap. We moved quickly — designing a clean, intuitive, and brand-compliant website that housed all of their solutions in one place. Built as an interim solution, it gave GE Software a credible and professional face to the world while their permanent site was developed. Fast, focused, and exactly what the moment required.

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GE power internal campaign

GE Power had just completed the acquisition of two companies — and not everyone was sure how they felt about it. We were brought in to design an internal campaign that did something simple but powerful: made people feel welcome. Thoughtful, warm, and strategically crafted, the campaign helped ease the tension of change and bring two new teams into the GE Power family with confidence and pride.

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Process

Each GE project demanded a different creative approach, but the process was always the same — listen carefully, move quickly, and deliver with precision. As the primary creative lead on these engagements, I worked directly with GE stakeholders to understand the business challenge before a single concept was explored. From interactive UX architecture to fully integrated campaign development, I managed cross-functional teams across design, content, development, and production — ensuring every deliverable was strategically grounded and creatively exceptional.

The RailConnect 360 project in particular required deep collaboration between creative and technical teams to build a seamless offline experience that felt anything but limited. Design systems and user flow architecture were developed early to give the team a clear and scalable foundation, allowing us to move fast without sacrificing quality or consistency.

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Results

• 📈 40% increase in web traffic following the RailConnect 360 app launch
• 🎯 35% lift in lead generation driven by the interactive sales tool
• 💼 Sales teams equipped with a dynamic, customizable toolkit that made cross-selling natural and effective
• 🏆 3 Gold Awards received for the RailConnect 360 work

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