A much-publicised demerger for GSK saw the pharma giant refocus its ambitions to lead in R&D and advanced technology. In advance of this, GSK challenged RY to reinvigorate its corporate website. The site needed to reflect the company’s bold new strategic direction and purpose of uniting science, technology and talent to get ‘ahead of disease together’.  The process wouldn’t be straightforward: the website needed to be developed at speed with more than 150 internal stakeholders consulted along the way.


Persona, SEO and analytics data painted a rich picture of the journeys GSK users took through the site. This enabled us to identify key needs and barriers for all audience groups and develop a responsive, fluid site architecture that highlights the most important content.

From there we designed a new, category-defining website that delivers fluid, dynamic experiences for all users. Living, breathing design brings palpable energy to every user experience and echoes GSK’s constantly evolving and forward-looking nature, while Netflix-style content informs and engages audiences.


The website received overwhelmingly positive feedback at launch. The site sits at the heart of GSK’s corporate communications and lives and breathes the organisation’s renewed strategy, culture, and the power of its purpose in action. The establishment of a formalised design system means we’re now set to roll the site’s digital experience out across all local sites, digital products and internal channels.

Back to top