New Brand For Old GE Campus Revamp

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(Aerial image of the property courtesy of CBRE) (Aerial image of the property courtesy of CBRE)

The massive proposed redevelopment project at the former General Electric campus in Fort Wayne has a new identity. "Electric Works" is the branding created by development partners of the 31-acre effort and Fort Wayne-based Ferguson Advertising Inc. Construction could begin next year.

Investment over time at the property that dates back to the turn of the 19th Century could reach some $280 million. Funding will come from public and private sources. Development partners include Baltimore-based Cross Street Partners, Greenstreet Ltd. of Indianapolis and Decatur-based Biggs Development. They say the brand identity for the project draws on elements such as design, treatments and color scheme from the property's "General Electric heyday."

Cross Street Partners' Josh Cross says "we see Electric Works as the ideal representation of the past, present and future of this place. It has an important role to play in the future of Fort Wayne's economy, and Electric Works captures its role as a hub of innovation, excitement and culture infused with the inventive history of Fort Wayne."

Fort Wayne-based Weigand Construction earlier this month was named construction manager of the project on the property that includes some 18 buildings and 1.2 million square-feet.

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