Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Industrial/Manufacturing, Oil, Gas, Energy, Baker Hughes, GE, General Electric, Digital, Innovation

Below: Before and After Images in Slide Show, Video, Summary, Credits

Industry Setting

In the oil and gas industry, productivity is paramount and mergers are measured by their potential for operational efficiency. GE Oil & Gas and Baker Hughes, however, saw an opportunity to do something more: create the world’s first digital industrial company.


This company needed to invent what didn’t exist yet, but it had the resources to make that a reality.

The inventive mindset of its employees, inspired by founders Howard Hughes Sr. and Thomas Edison. The opportunity to serve upstream, midstream, and downstream customers as the only “fullstream” company. The ability to leverage the cross-industry GE Store and GE corporate’s Predix platform, and reduce downtime and maintenance costs.

These equities led us to the purpose: We invent smarter ways to bring energy to the world.


While the name leads with Baker Hughes, the presence of “a GE company” and the GE monogram represents its relationship with GE corporate. We also developed the official shorthand, BHGE, to keep this relationship intact.

Given its goal to revolutionize the business from reservoir to refinery, BHGE’s voice needed to capture that momentum in its communications. By sharing short, compelling, data-driven stories, BHGE’s voice expresses a clear point of view on where the industry is going and how it will get there.

And, as the world’s first digital industrial company, we opted for a distinctly modern identity. A bold logo. A bright color palette inspired by lines of software code. A line that runs through the visual system, representing the idea of fullstream.


With the help of [The Agency], BHGE launched globally in 2017, drawing a line between industrial and digital industrial. Operating in 120 countries, BHGE plans to draw on its 70,000 people and its 125 years of experience to make the industrial internet of things the better way of doing business in the oil and gas sector.


Client: Baker Hughes, A GE Company – www.bhge.com

Head of Marketing Communications: Klavs Valskov
Communications – Brand: Ladan Moeenziai

Brand Strategists/Designers: Interbrand – www.interbrand.com

Executive Director, Brand Strategy: Alfred DuPuy
Senior Consultant, Brand Strategy: Aarif Morbi
Senior Director, Brand Storytelling: Elisabeth Dick Oak
Implementation Manager, Implementation and Production: Miguel Rivera
Executive Creative Director, Design: Chris Campbell
Associate Creative Director, Design: Alan Lum
Design Principal, Design: Matt van Leeuwen

TV Production: BBDO – www.bbdo.com

Chief Creative Officer:
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn

EVP, Executive Creative Director: Greg Ketchum
EVP, Executive Creative Director: Tom Godici
SVP, Senior Creative Director: Greg Gerstner
VP, Creative Director: Banks Noel

SVP, Executive Producer: Grant Gill
Senior Content Producer: Ted McEnaney

BBDO Music Producer:
SVP, Director of Music Production: Rani Vaz

EVP, Senior Account Director: Jim Santora
EVP, Senior Account Director: Kathryn Brown
Account Manager: Zandy Fretts
Account Executive: Frank Cunningham
Chief Strategy Officer: Crystal Rix
Head of Communication Planning: Julian Cole
Planning Director: Suzanne Barker

Production Company:
Greenpoint Pictures
Directors: The Hudson Dusters
EP: Tatiana Rudzinski

Music & Sound Design:
Music Asche and Spencer
Sound Design: Sound Lounge // Tommy Jucarone
Post Producer: Sheena Wagaman

Visual Effects:
Method Studios

Sound Mix:
Sound Lounge // Tommy Jucarone

Co3 // Sofie Borup