GE Mining
From product supplier to solutions partner.
Creative Direction
Exhibition Design
Large Format Graphics
Product Brochures
Technical Sales Collateral
Print Production
Supplier Management
Following General Electric’s acquisition of Industrea, GE Mining required a comprehensive communications program to introduce the newly established business to the Australian mining industry. Working alongside the Australian marketing team, I developed a suite of integrated marketing and exhibition materials to support the brand transition, educate existing customers and showcase GE Mining’s expanded portfolio of underground mining equipment, safety systems and digital monitoring technologies.
Creative Direction
Working closely with GE’s Australian marketing team, executive stakeholders, sales specialists and technical experts, I developed and delivered the creative direction for the campaign across multiple customer touchpoints.
Extensive collaboration with engineering and product specialists ensured complex technical information was translated into clear, engaging communications without compromising accuracy.
Implementation
The new positioning was implemented across all customer and employee touchpoints, including website redevelopment, sales and marketing collateral, corporate communications, video production, photography, presentation materials and internal communications.
The rollout created a consistent brand experience that aligned multiple acquired businesses under a single narrative and strengthened Fenner Dunlop’s position as Australia’s leading provider of engineered conveyor solutions.
The Outcome
Delivered over a four-month period, the project successfully supported the launch of GE Mining within the Australian market while providing a cohesive suite of branded communications for AIMEX. The exhibition materials, product literature and supporting marketing assets helped reinforce customer confidence during the transition from Industrea to GE Mining, while positioning the business as a global leader in mining equipment, safety technologies and digital monitoring solutions.
