Baker Hughes

When General Electric and Baker Hughes announced their separation, a new brand identity for Baker Hughes was developed. All Baker Hughes sites branded with the GE name needed to become compliant by having the GE name removed and rebranded by September 2020. During this process in 2019, TISA worked with Baker Hughes and their design firm to prototype the new design and sign family in addition to assisting in material specifications. In parallel, TISA surveyed the over 175 top-tier priority locations around the globe to gain knowledge of current assets and to establish a project budget.

The initial scope of the project was to rebrand all 900+ sites in the Baker Hughes portfolio but with the changing economic conditions and global COVID-19 pandemic the scoped changed in early 2020. With these changing conditions the goal was to ensure the compliance timeline was still met while adapting to a new budget. TISA worked with Baker Hughes to quickly develop a debrand and semi-permanent signage package. Although we were faced with challenging and changing COVID-19 conditions in each country, TISA was able to complete the required 82 locations in 32 countries across multiple Baker Hughes product companies meeting the compliance deadline.