In 2004 AES awarded Katzenstein a unique assignment, which went beyond creating outstanding global imagery for their annual report. It involved a total worldwide branding campaign for the energy company. Over the course of the next five years Katzenstein traveled to 26 countries creating a singular body of work that explored the depth of AES’s infrastructure and also its commitment to the countries where it does business. The photographs were used in annual reports, websites and all collateral materials as well as fine art exhibition prints that were commissioned for the corporate headquarters in Arlington, Virginia.
Under Katzenstein’s direction and guidance AES set up a searchable library of images from all over the world that was used by its employees in many countries to represent the variety of businesses and social/environmental projects they are involved in. AES went a step further to use David’s excellent communication skills. Using his photography David developed and delivered a powerpoint lecture to the AES employees to help them better understand the global reach and goals of their company as they pertain to the communities they operate in.
“When we began developing the brand and image library for AES we wanted to represent the company as a truly global organization, not an American company abroad. They understand the markets they serve more than anyone in their industry. They live there, they work there and are committed to helping the countries they serve to grow and prosper for the long-term. At AES, “here” is everywhere.” – David Kohler, former Creative Director Addison and founder of Otto NY.
© David Katzenstein / Dashbe