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 at launch. 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.
