Global Scale Brand Transformation Baker Hughes

Following its separation from General Electric, Baker Hughes urgently required a new brand identity to be designed, implemented, and installed with a tight compliance deadline. To meet this critical timeline, all Baker Hughes sites branded with the GE name needed to be rebranded, and PSCO Sign Group was engaged to collaborate with their design firm. Our team played a crucial role in prototyping the new design and sign family, as well as providing expertise on material specifications. Simultaneously, we conducted comprehensive surveys of over 175 top-tier priority locations worldwide. This proactive approach allowed for a thorough understanding of existing signage assets and the establishment of a detailed project budget.

The initial project scope encompassed the rebranding of all 900+ sites within the Baker Hughes portfolio. However, the evolving global economic landscape and the onset of the COVID-19 pandemic necessitated a strategic shift. The revised objective was to maintain the critical compliance timeline while adapting to a new budgetary reality. In response, we worked closely with Baker Hughes to rapidly develop a cost-effective debranding and semi-permanent signage package. Despite the significant logistical hurdles and fluctuating COVID-19 conditions across various nations, we successfully completed the rebranding of 82 key locations spanning 32 countries and multiple Baker Hughes product companies, meeting the stringent compliance deadline.

The early investment of time and effort by us in the prototyping and review phases proved invaluable. The feedback received has been overwhelmingly positive, with Baker Hughes expressing deep appreciation for our dedication, the quality of our work, and our remarkable flexibility throughout this dynamic process. With an experienced team adept at global implementation, we were proud to successfully meet our clients’ needs.

Learn more about our Global Implementation Capabilities