Westinghouse

Partner: Paula Scher
Designer: Kirstin Huber, Billie Rene, Yansong Yang
Project Manager: Olivia Ray

George Westinghouse was a true pioneer of the industrial age. An inventor, engineer, and entrepreneur, he is best known for his contributions to the development of electricity, particularly the creation of the alternating current (AC) system. Westinghouse’s collaboration with Nikola Tesla, a brilliant young engineer and inventor, proved to be a turning point in the so-called War of Currents, a bitter battle between AC and direct current (DC) proponents. Westinghouse’s AC system, which he and Tesla developed and marketed, revolutionized the world and forever changed the way we power our homes, businesses, and cities.

The Westinghouse logo, undoubtedly one of the most iconic corporate symbols in American history, was created in 1959 by the legendary graphic designer Paul Rand. However, Westinghouse did not incorporate other brand languages, and because they have been running in a licensing business mode, the online appeals of each licensee are hard to control. These resulting inconsistencies across the whole brand. We were tasked to bring everything back together and create guidelines for licensees to follow.

︎ westinghouse.com
︎ westinghouse.com/pages/about

Problem

Licensing model:

Different licensees perceive the brand in different ways. This lack of consistency in brand perception could weaken the overall brand identity and create confusion among customers.
Lacking brand perception and differentiation:

Besides Paul Rand’s logo, Westinghouse utilized very few of Rand’s original brand language. As a result, without the logo present, the brand appeared similar to its competitors. The brand needed to inspire confidence and trust while establishing a distinct visual identity to differentiate itself effectively.

Website issues:

The old Westinghouse website lacked discoverability, hierarchy, and consistent visuals. Contents were fighting against each other for attention. The website primarily acted as a shell site that redirected users to different divisions within the brand, creating a disjointed user experience and inconsistency and confusion even further.
Need for guidelines:

No guidelines for licensees resulting in inconsistent brand languages and user experiences across the different sites.

Goal

Improve site infrastructure and user flows:

To provide clear and intuitive user flows, making it easier for visitors to navigate and find the information they need.
Reduce clutter and highlight products:

Streamline the website design to reduce information and visual clutter, placing a stronger emphasis on showcasing Westinghouse’s products. This will help users focus on the key offerings.
Organize products into key categories:

Well-defined categories will improve the website’s navigation and make it easier for users to find relevant products.

Utilize lifestyle photography for emotional connection:

Showcasing products in real-life scenarios can evoke positive emotions and help customers envision how the products can enhance their lives.
Revisit original brand languages:

Active more brand elements to help reestablish the overall languages and ensure that all design elements and brand visuals remain consistent with new materials. This consistency will help maintain brand recognition and preserve the timeless and iconic nature of the Westinghouse brand.
Create key visuals and guidelines for licensees:

Guidelines/manuals for licensees can follow to ensure consistency across their individual sites. This will help maintain a unified brand experience while allowing licensees to represent and benefit from the Westinghouse brand effectively.