Opening New Doors for GE Real Estate While GE Real Estate is a market force with global reach, it lacked a powerful visual identity, brand story, and a single voice to communicate to a range of audiences. We summarized the organization's qualities in the line "Closing is just the beginning", and expressed this through a comprehensive design system and photo vocabulary that uses "opening doors" as the promise of what customers can expect. We then created a message matrix and a brand voice book to communicate and perpetuate the story for internal and external audiences. Now GE Real Estate has a clear place in the GE organization, and can consistently and powerfully tell all its prospects and customers why it is the right company to do business with.