Hughes Electronics, the former parent company of DirecTV and Hughes Network Systems, was a thriving global corporation, but with little name recognition or brand awareness. GlobalWorks was given the mission of transforming this brand from its former life as an aerospace and defense contractor into a world-class provider of digital entertainment, satellite communications and network services.

The challenge was to unlock the value of the HUGHES name - one of the most resonant and legendary names in 20th century business - while communicating the company's distinctive personality, core values and strategic direction.

At the same time, we needed to build brand awareness among investors and brand loyalty among customers. It was also imperative to create value for the parent corporation and each business unit.

GlobalWorks developed and implemented a completely new corporate identity system, repositioning HUGHES as a leading provider of digital communications and entertainment services. In keeping with the company's longstanding spirit of innovation, we created the tagline "Breaking the thought barrier."

We launched an international corporate image ad campaign for HUGHES that ran across all major media. We also built and programmed a completely new corporate Web site, using XML and Flash technologies, conveying to investors, media, industry analysts and customers the image of a relentlessly evolving and rapidly growing enterprise.

"We've been trying to find a way to reposition ourselves like this for over 10 years," said the corporation's Chairman, Michael Smith. Launch of the new brand boosted Wall Street interest dramatically, resulting in a bidding war that culminated in a majority purchase by Rupert Murdoch's News Corporation.