General Electric wanted to remind all global employees that safety is an important subject not to be underestimated. They wanted to use a more positive and engaging approach. We created a photo contest campaign called “Focus on Safety”. We created the logo, the name and the content of the contest. We wanted to generate engagement among employees, who were invited to send photos, from all over the world, of safety signs. We used the employees’ language of graphs and numbers and turned them into something fun to read.