GlobalWorks Completes Major Corporate Branding and International Advertising Campaign for HUGHES Electronics Corporation
For Immediate Release
New York, October 27 - GlobalWorks Group, LLC has completed a major branding campaign for Hughes Electronics reflecting the company's recent transformation from a leading defense/aerospace electronics company into a highly competitive digital communications provider. The program is built upon a strong strategic foundation that was developed and articulated across all media in less than eight months. The print and broadcast ad campaign broke this week, featuring a new corporate logo and tagline: "HUGHES - Breaking the thought barrier™." Concurrently, GlobalWorks launched a redesigned corporate Web site further reinforcing the new identity and branding messages.According to Yuri Radzievsky, president of GlobalWorks, "The new HUGHES image conveys a feeling of boldness. It speaks directly to the point that HUGHES has invented every business it is in and is a company that defines the future." "We believe it is important to use dynamic visuals and powerful brand messages to communicate the essence of HUGHES. Our company is now positioned to speak to the market in a tone that truly reflects our heritage and vision of the future," says George Jamison, HUGHES VP of Corporate Communications. "Breaking the thought barrier is exactly what HUGHES does."
The new logo presents the company name in strong, bold upper-case letters rendered in a blue that suggests the limitlessness of the open sky. A horizontal line that bisects the letters above their midpoint creates the perception of forward momentum, suggesting a company that is future-ready. The line also connects the letters, emphasizing the interconnectivity of HUGHES' services. Finally, the line creates a row of letter segments that appear as squares across the top of the logo, symbolizing individual units of digital data.
The ad campaign centers around a runner, symbolizing HUGHES' journey into the future. In the TV spot, the runner crosses beaches and fields, culminating in the ascent of a steep mountain. In the print ad, the triumphant runner is silhouetted against a blue sky with the line, "The first one to the future has the best view." "Our 'No Limits' campaign uses iconography and messages that express the HUGHES' culture," says Anna Radzievsky, EVP and Creative Director of GlobalWorks. "They are always ahead of the pack, they push themselves, their ideas, and their technology to the next level and beyond."
While retaining their own logos, all four HUGHES' business units will include the new HUGHES logo in all marketing, advertising and graphic materials. These divisions include DIRECTV, Inc., DIRECTV Latin America , Hughes Network Systems and PanAmSat Corporation, all leading global suppliers of digital or satellite services to the consumer and business sectors. GlobalWorks Group, LLC is a branding, advertising and technology consultancy for the new economy. Headquartered in New York City, the firm enables clients such as Chase, Lucent, and the United Retail Group to create, manage, and distribute content across media, platforms, languages and cultures. For more information visit www.globalworks.com.
