Beth Comstock Brand Identity

Beth Comstock, Vice Chair of GE, is known for making waves in technology and business. Much of her work revolves around human interaction with technology and machines. A team of creatives, consisting of Art Director and Designer, Leta Sobierajski & Wade Jeffree and 3D artist George Stoyanov, set about creating a branding solution for Beth that would embody her ideas of change, evolution, innovation, and 'emergence' - a key theme of Beth's work.

'As most tech companies are represented in some sort of hue of blue, we strived to shy away from that stereotype and focused more on a holistic and organic palette that could be broken down into acknowledgeable elements from her thinking. We broke down her thinking into five key shapes that would symbolize technology, emergence, change, inquisitiveness, and energy. We strived to have a hand in every aspect of her new brand, leading with the word mark and grazing elements such as portrait photography, 3D representation of her talking points, and an extensive system for her social content. Her site is playful, modern, and far from traditional, beckoning the user to take time to play with the subdued interactions and explore the content featured on each page.'