Ethos Design System
GE HealthCare develops advanced technologies used in hospitals worldwide. With the launch of its Ethos Design System—an interactive software platform built for accessibility and customization—the company needed a compelling way to demonstrate both its functionality and real-world impact.
We partnered with GE HealthCare to create a video that balanced technical clarity with human emotion. Starting with a deep understanding of the system’s capabilities and audience needs, we developed a concept that showcased not just how Ethos works, but why it matters—highlighting the critical, life-saving environments where it operates.
From scripting to final animation, I translated complex system features into a clear, engaging narrative, bringing the technology to life through thoughtful storytelling and design.
Key Deliverables:
Video concepting & creative direction
Scriptwriting & narrative development
Storyboarding
Footage sourcing
Animation & motion design
Final two-minute video
:90 social cutdown
Creative Direction: Adam Pryor
ACD/Copywriter: Kathleen Goodwin
Video Partner: Molehill Studios
Experience Design Team
GE HealthCare’s Advanced Technologies group is a dynamic collective of teams spanning research, design, and engineering—working together to turn bold ideas into real-world solutions that push the boundaries of what’s possible.
The challenge? Almost no one knew it existed.
We partnered with GE HealthCare to define and elevate Advanced Technologies as a visible, unified force within the organization. The work centered on articulating a clear narrative for a complex, cross-functional group—bringing together disparate teams under a single identity while capturing the ambition and impact of their work.
From positioning to messaging, we translated highly technical innovation into a compelling story—one that could resonate internally, attract top talent, and signal the group’s role in shaping the future of healthcare.
The result was a cohesive brand foundation that transformed Advanced Technologies from an internal secret into a recognized driver of innovation.
Key Deliverables:
Brand narrative & positioning
Messaging framework
Naming refinement & internal alignment
Internal communications & launch assets
Creative: Kathleen Goodwin
Strategy: Matt Freeman
