GE At Work 2013

Disrupting the norm with technology

After the success of the inaugural At Work event in 2012, GE looked to build on its growing reputation as a technology authority with At Work 2013. Commissioned by The One Centre, Moffitt.Moffitt. developed the visual and experiential identity for the event. Derived from the strategic insight "Disruptive technology changes everything" the event identity encapsulated the disruptive yet ultimately beneficial impact of technology and data on business.

Project Partner

- The One Centre


Event identity

The dominant feature of the event identity is a 3D generated model encapsulating the convergence and disruption of the GE business pillars – building, moving, powering and curing. Designed for static and motion purposes, the colourful visualisation lived and evolved across numerous physical and digital applications such as broadcast motion screens, large scale environmental graphics, print collateral and social channels.


Digital motion signange

Integral to branding and defining spaces, the GE At Work 2013 digital signage installations kept audiences inspired and informed during an intense daily schedule.


Branded video content

Communicating the GE's point of view on disruptive technology, an introductory video was created for viewing prior to working sessions and speaker functions. It vibrantly captured the essence of disruption resulting in reward through the constant dismantaling and reengineering of 3D motion particles to create something new and ultimately superior.



The event identity was generously applied to enliven the surrounding environments and define important media, hospitality and networking zones.