While at Gyro I worked on a number of high-profile campaigns for GE Healthcare and GE Healthcare Life Sciences. Over a period of eight years I was the senior creative with the responsibility to work closely with the GE marketing team to deliver a number of launch campaigns for products as diverse as ÄktaAvant, Hawkeye HD Enhanced, Discovery NM CT 670 and ReadyToProcess. We also delivered the Beautiful Minds bioprocessing branding platform, and the Count On GE Healthcare branding campaign.
Client: GE Healthcare
Project: Count On GE Healthcare
Project: Count On GE Healthcare
When trying to tell the story of GE Healthcare's incredibly diverse expertise and product range we went back to basics, letting the numbers tell the story. A single vision for healthcare comprised three defined goals, covering 14 focus areas, which contained one hundred innovation stories and thousands of products. Numbers are key to understanding the challenges of this modern healthcare-industry leader, expressed through the 14-lobed virus device, which became symbol, graphic, and navigation tool for the entire campaign.
The website allowed deep-dives into the innovation stories and provided the related product information for each, and the 'virus' visual device also formed the site navigation. A die-cut brochure outlined the main points of the Count On GE Healthcare story, and a series of ads in branch publications helped spread the numbers message further.
Client: GE Healthcare Life Sciences
Project: Bioprocessing brand platform
Challenge
Bioprocess – life sciences, for that matter – is a long and arduous journey. As the scientists themselves put it, there are a few ‘beautiful moments’ amidst the hard and often tedious work. What are those beautiful moments? It could be a discovery big or small, an answer, a plan, a problem solved, an outcome, a sign you’re on the right course… but how do you show the audience that GE understands their situation perfectly and has everything they need to help them succeed? And how do you promote GE as innovative when they are perceived as standing for quality and reliability?
Solution: Innovation stories
We draw parallels between the audiences 'beautiful moments' and similar moments in the breakthroughs of GE's own innovative products. We took an unexpected path, enabling GE Healthcare Life Sciences to communicate their innovation stories using data visualization and information graphics with a unique graphic language developed by renowned illustrator Bo Lundberg. We executed this via web, film, iPad app, print pieces, ads and congress collateral.
Bioprocess – life sciences, for that matter – is a long and arduous journey. As the scientists themselves put it, there are a few ‘beautiful moments’ amidst the hard and often tedious work. What are those beautiful moments? It could be a discovery big or small, an answer, a plan, a problem solved, an outcome, a sign you’re on the right course… but how do you show the audience that GE understands their situation perfectly and has everything they need to help them succeed? And how do you promote GE as innovative when they are perceived as standing for quality and reliability?
Solution: Innovation stories
We draw parallels between the audiences 'beautiful moments' and similar moments in the breakthroughs of GE's own innovative products. We took an unexpected path, enabling GE Healthcare Life Sciences to communicate their innovation stories using data visualization and information graphics with a unique graphic language developed by renowned illustrator Bo Lundberg. We executed this via web, film, iPad app, print pieces, ads and congress collateral.
Film created to show the idea that there are a few ‘beautiful moments’ in the hard and often tedious work of the bioprocess scientist.
Client: GE Healthcare
Project: Launch of ÄktaAvant
Project: Launch of ÄktaAvant
ÄKTA is the Swedish word for true or real. And it is the name for GE Healthcare systems that have enabled over 100,000 users to achieve breakthroughs and advances within protein purification and separation. We launched the next generation ÄKTA Avant system with ads, brochures, product photoshoot, trade show material and we even designed the box it came in.
The iconic packaging design we created was highly visible and highly sought-after...
Client: GE Healthcare Life Sciences
Project: Lean Vaccine 2010
Project: Lean Vaccine 2010
To emphasize the message of speed and flexibility in vaccine manufacturing, we took the step of using athletes to represent GE Healthcare Life Sciences unique offering of synchronized products and services. Like superheroes, our team of skaters race towards a finished vaccine ahead of the competitors. Shoot by photographer Johan Annerfelt.
Client: GE Healthcare
Project: Launch of Discovery NM CT 670, Barcelona
Project: Launch of Discovery NM CT 670, Barcelona
GE Healthcare's Nuclear Medicine division, based outside Paris, asked us to come up with a concept to launch their revolutionary new SPECT/CT scanner, the Discovery NM CT 670. We brainstormed, conceptualised and finally came up with the line 'It's not what you look at that matters, it's what you see. Go Discover.' to appeal to top-level surgeons expectations and ambitions for equipment to help them reach their full expert potential. The key visuals represent the amazing world of biological processes just waiting to be discovered inside the human body through SPECT/CT technology. We designed the launch at EANM in Barcelona, and also created a film, landing page, printed material, congress panels, giveaways, competitions and and internal launch campaign comparing the development and sales team to astronauts with an animated film and specially composed song.
Top row: Myself and copywriter Ruby Windrup visiting the GE Healthcare Nuclear Medicine development team in Haifa. Bottom row: Project Manager Martin Johnson, Ruby and myself in Barcelona for the EANM launch.
Client: GE Healthcare Life Sciences
Project: AxiChrom & Capto media
Project: AxiChrom & Capto media
We 3D modelled antibody protein molecules and the unique structure of the Capto Core chromatography media bead to explain the superior properties of Capto media. Capto media is optimised for use in AxiChrom, and we produced a range of ads for different marketing materials for this cutting-edge column platform.
Client: GE Healthcare Life Sciences
Project: ReadyToRock tour
Project: ReadyToRock tour
The GE roadshow core team, copywriter Trish Hanger and myself planning the roadshow.
When GELS asked us if we had any experience designing roadshow trucks, we leaped at the chance. Of course we did! Not only could we design a truck, we also added a whole layer of user interaction and social media communication to promote the ReadyToProcess roadshows European tour, stopping at 60 cities before heading off to America. We wrote a tour song, we made a promo film of the building of the truck, we built a website to gather registrations, host product information, a quiz and the tour schedule on an interactive map, as well as display twitters and films from the tours' progress.
The website we created to monitor the roadshow's progress around Europe, showing customer interactions and social media posts from each of the 60 stops on the tour.
Client: GE Healthcare
Project: Launch of Hawkeye HD Enhanced
Project: Launch of Hawkeye HD Enhanced
The Infinia Hawkeye HD Enhanced’s SPECT helps doctors focus on metabolic abnormalities that are present earlier than the anatomical changes can be seen with CT alone. Allowing registration of both images for a comprehensive pathology picture in a single exam, Infinia Hawkeye 4 helps physicians eliminate guesswork and enable them to plan better patient treatment. For the launch of the HD Enhanced, we created a modular brochure system with target messaging to the many decision makers involved in purchasing SPECT/CT imaging systems with a focus on fast throughput and cost savings.