A bold new direction
A much-publicised demerger for GSK saw the pharma giant refocus its ambitions on leading in R&D and technology. In advance, GSK challenged RY to reinvigorate its corporate website to reflect this bold new direction. The process wouldn’t be straightforward: the website needed to be developed at speed through a process that would consult 150 internal stakeholders along the way.
Fluid experiences, captivated audiences
Persona, SEO and analytics data painted a rich picture of the journeys GSK users took through the existing site. This enabled us to profile audience groups and develop a responsive site architecture that would highlight the content that matters most. From there we designed a new, category-defining website that delivers fluid, dynamic experiences for all users. Living, breathing design and Netflix-style content bring palpable energy to every user experience, echoing GSK’s progressive, forward-looking nature.
A category-defining website
The website received overwhelmingly positive feedback since launch, including recognition from the Digital Impact Awards and two Gold wins for Best Corporate Website at the Corporate & Financial and IR Society Awards.
The site sits at the heart of GSK’s corporate communications and reflects the organisation’s renewed strategy, culture, and powerful purpose. The establishment of a formalised design system has also empowered us to roll out the site’s digital experience across GSK’s local sites, digital products and internal channels.
