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Interactive Annual 14:
GE Corporate Web Site
For such an extensive corporate site, the overall experience is elegantly simple. Bart Marable
It's refreshing to see a big corporate site handled with a level of restraint and design consistency that is so often missing. Jon McVey
This global, corporate Web presence for GE reaches a huge audience (investors, journalists, customers and employees) and features an impressive amount of product and service information and historical content. Its a rare corporate site that manages to showcase itself and emphasize its global reach, while making content easily accessible to a diverse audience. For the user simply researching a microwave, to the investor looking for shareholder information, its a new and improved site for a worldwide company that conveys the brand promise: What we imagine, we can make happen.
- The site is also the foundation for the 65+ corporate country sites that utilize similar architecture, design and technology.
- After a nine-month development, the site launched on June 1, 2007.
How did this project compare with others you've worked on in the past?
One of the big differences for us and our approach to this project is that in addition to being GEs digital brand stewards, were also an integral part of their internal team. We didnt just redesign ge.com, were actively refining the experience and strengthening their brand messages on a regular basis.
With a company as large and diverse as GE, the site has to be many things to many people—its both a business-to-business site and a portal for consumers and has to provide inspiration to employees and recruits. And we have to get every different user to their destination. But with this redesign, we also had a really great opportunity to showcase the backbone of the brand—the businesses. By telling the stories of all of the businesses—the technology, the processes, the people—we would be telling the brand story, that GE is working to solve some of the worlds biggest problems.
So, we redesigned the site to be more in line with what users were looking for, rather than how the company was structured, and removed outdated content in favor of rich content. With interactivity, video, audio and exploratory storytelling, we gave a global public face to the company, a newsworthy angle to its innovation and brought the voice of its employees to the audience.
In order for us to tell these great stories, its really important for the team to understand the company. We have a team e-mail list and trade urls constantly—a mention on Wired, that CNBC interview with Jeff Immelt, something an analyst said about the stock. We all actively monitor what is going on with their business. One of our techs mentioned recently that when he went for an MRI, the first thing he did was look for the GE logo on the machine. Its exactly this sort of understanding and dedication that builds trust with our clients and helps us all do great work.
Monique TeSelle, creative director
Ranee Chung/Radis Jensethawat/Yoo Jung Kim/Sean Lee, art directors
Eric Allhusen/Kyle Crouse/Katie Kinsella, GE/Ryan Rowe, technical leads
Colin Olan/Erika Wei, developers
James Blomberg, GE/Ed Hicks, technology directors
J.F. Grossen/Jody Hankinson/Michael Jefferson, information architects
Kris Konno, executive producer
Josh Levin, project manager
Samir Patel, video director
frog design (New York, NY), project design and development
Joe Klicsu, GE/Simon Langford, GE/Erik Manley, GE/Jen Walsh, GE, clients