Celebrating 15 years of Women’s Health Innovation
To help GE celebrate 15 years of Voluson, and to introduce our new positioning “A healthier future for women,” we conducted an online and social listening study to determine where the main growth areas were for GE Voluson, and what people were saying in both the gynecological and obstetrics space.
For existing customers, we wanted to make them feel part of the growth and partnership with Voluson, to help them feel a sense of achievement, and bring them closer to the Voluson brand.
For new and potential customers, we wanted to exude Voluson’s wealth of knowledge and expertise, and make them feel as though they were missing out on a great partnership—something exciting (there’s a sense of community with Voluson).
Because 2017 marked GE’s 15th year with the Voluson brand, it made sense to mark the occasion by highlighting notable events from the history of Voluson, and its impact on women’s healthcare—past and present—as well as its direction for the future.
To express the idea of “Moments”, we conceived a graphic standard which placed partial frames around featured images—suggesting a camera’s view finder. This was uniformly deployed across platforms.