Project Background
Following its spin-off from General Electric, GE Aerospace was launched as an independent public company, setting out to chart a new course in the future of flight. As part of its digital transformation journey, GE Aerospace needed to develop region-specific websites that reflected its independent identity—distinct from GE—while still honoring its legacy and global reputation.
The challenge was twofold: to create consistent, globally aligned digital properties, and at the same time, ensure each website genuinely resonated with local stakeholders—from government officials to partners and potential recruits. The company’s objective was to shed the \"foreign MNC\" perception and establish a credible local presence across markets.
“We partnered Rite KnowledgeLabs to work on the website. We chose them primarily for their ability to deliver powerful content, web storytelling along with design and development capabilities all under one roof. Their understanding of our global narrative alongside our localization requirements was commendable.”
Highlights
- GE Aerospace needed to create separate websites for multiple regions to align with its launch as a standalone global brand.
- Each website had to reflect a localized identity while maintaining global brand consistency, tone, and messaging.
- Rite KnowledgeLabs was selected to conceptualize and execute the digital strategy for four regional websites in the first phase - Asia Pacific, Middle East, India, and Latin America—within a tight 8-week timeline.
- The project was delivered within a tight 8-week timeline.
- Our team worked across multiple time zones, directly coordinating with local stakeholders and the global corporate team based in the U.S.
- The project was executed via GE Aerospace’s Drupal-based CMS, maintaining brand compliance while allowing for regional creativity.
The Challenge
As GE Aerospace debuted independently, the digital mandate was clear:
- Create region-specific websites that aligned with the corporate launch yet spoke directly to local audiences.
- Establish trust and authenticity with key stakeholders like governments, aviation partners, and talent pools in each geography.
- Maintain brand and message consistency across regions despite variations in language, context, and priorities.
- Avoid the logistical complexity and creative inconsistency that would arise from managing multiple local vendors.
This required a partner with end-to-end digital expertise - from content to design to CMS implementation—with the ability to deliver globally coordinated but locally nuanced solutions.
The Solution
Rite KnowledgeLabs was chosen for its proven ability to deliver turnkey digital solutions across strategy, content, and design. Our role spanned three core areas:
1. Benchmarking & Research
We worked hand-in-hand with regional marketing and communications leads, engaging in:
- In-depth interviews
- Review of localized corporate content (fact sheets, PPTs, etc.)
- Benchmarking against regional aerospace competitors
This ensured we struck the right balance between authenticity and alignment.
2. Content Development
We created bespoke content for each region (Asia Pacific, Middle East, India, and Latin America) that stayed true to GE Aerospace’s global vision while reflecting the region’s local business priorities. The messaging covered areas such as:
- Commercial and Defense Aviation
- Engine capabilities and technologies
- Local facilities and centers of excellence
- Careers and culture
- Sustainability and innovation narratives
3. Creative Execution
Using the corporate CMS (Drupal), we executed the creative vision by:
- Incorporating regional imagery
- Maintaining a clean, modern layout aligned with global UI/UX standards
- Ensuring accessibility and seamless navigation across all devices
Outcome
Cohesive, professional websites that looked and felt local—while remaining unmistakably GE Aerospace.
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