Work insight · Confidential
GE Aerospace
Design leadership across a Fortune 500 rebrand. I worked through the GE Aviation to GE Aerospace transition - the first Digital Design System, the geaviation.com redesign, and the commercial customer portal.
00 The work
A company changing its name, and the design work underneath it.
GE Aviation became GE Aerospace, and the change ran deeper than a logo. Across commercial customer portal work, web analytics, and brand transition, my role centered on translating complex enterprise needs into coherent product and brand experiences - moving design artifacts from discovery notes to flows, prototypes, system guidance, and production-ready decisions. Because much of this work is confidential, what follows is the shape of the work, not the protected detail.
GE Aerospace · brand & web 01 Design system
I built the company’s first Digital Design System.
Enterprise design without a system is a thousand one-off decisions. I built GE Aerospace’s first Digital Design System from the ground up - accessible components, patterns, and guidance that let product and engineering teams move faster while staying consistent. The system had to hold up across very different surfaces and stakeholder groups, so the work was as much alignment as it was design: getting product, engineering, and brand to agree on one source of truth.
GE Aerospace · design system 02 Product ownership
I was design lead for GE Aerospace’s application ecosystem.
Beyond the system itself, I led design for the products customers actually log into and work in - GE Aerospace’s commercial application ecosystem. I owned the end-to-end experience across authentication, onboarding, and the core portal, holding a sprawling set of enterprise tools to one coherent product standard. The two screens below are the bookends of that experience: signing in, and a new customer getting oriented for the first time.
GE Aerospace · commercial portal 03 Web & brand
I helped lead the geaviation.com redesign through the rebrand.
The public site had to carry the new brand - the elevated vision and the enduring belief that the world works better when it flies. I helped lead the geaviation.com redesign during the transition, pairing the refreshed identity with web analytics so decisions were grounded in how people actually used the site rather than taste alone. The result reads as one coherent brand experience across product and marketing surfaces.
geaviation.com · redesign 04 How I worked
Tooling-assisted synthesis, verified against real constraints.
I used tooling-assisted synthesis for research notes, pattern comparison, and communication drafts - then verified every recommendation through stakeholder review, design-system constraints, and implementation feasibility. In an enterprise this size, the design that ships is the design that survives contact with product, engineering, brand, and legal. The craft is making the right thing also the feasible thing.