GE’s energy business started with a bold vision: Change the course of climate change over the next decade. Our role was to create the brand capable of exceeding those expectations. In November 2021, General Electric (GE) announced plans to split its portfolio of energy, healthcare, and aviation businesses into three separate companies, leaving behind its corporate structure in favor of a focused future. Unlike its singular healthcare and aviation counterparts, GE’s energy businesses acted independently from one another and often competed with each other for talent, revenue, and distinction. So for the first time, these 12 businesses needed to unite around a new company with a singular focus: Change the course of the climate crisis by delivering reliable, affordable, and sustainable electricity to everyone, everywhere. From GE’s legacy of trust, confidence, and innovation a challenge was issued from the CEO: “If we want our energy future to be different, then we must be different.” A global climate crisis. A promise to innovate. A commitment to lead. To make it happen as a newly unified company, GE Vernova had to be “All In,” which became the motivational mindset running through all of their interactions, as the motivational catalyst to pursue the world’s greatest challenge. The name “GE Vernova” was the first tangible mark of change for the 70,000 employees. “Ver,” “verde,” and “verdant” all signal Earth’s lush ecosystems; “Nova,” from the Latin “novus,” or “new,” nods to an innovative era of lower carbon energy and commitment to move toward a greener energy future. Complimenting the name with a determined, motivational tone of voice, and a bold, energized design system. Taken together, it’s an identity signaling to the world the bravery required to lead with confidence and disrupt the industry along with the trusted legacy reflecting the 100 years of expertise that let’s the world know they’re the ones who can actually pull it off.