C by GE

Light you can C by GE

The situation

We partnered with GE to launch their first direct to consumer LED lightbulb brand. In a lackluster, low consideration category, we set out to build excitement and emotion around a traditionally transactional purchase.

The solution

We leveraged the equity of GE, but gave it a fresh sensibility. Simplicity and humanity guided everything—from the name to typography to packaging—and with an added element of surprise. By establishing C by GE as an essential part of everyday life, we made it easier than ever to find the right light for every moment.

What we did

Brand Strategy
Naming
Brand Messaging
Brand Identity
UX + Visual Design
Art Direction
Photography
Video
Marketing & Advertising
Packaging Design