With a company as large and diverse as GE, GE.com has to be many things to many people—journalists, investors and analysts. It’s both a business-to-business site as well as a destination for consumers. It has to provide inspiration to employees and recruits. It also has to be part portal. When researching a GE microwave, many users are likely to start at GE.com, so we needed to create clear signposts for those users to find what they need.

In this redesign, we had a great opportunity to showcase the whole of the business and the brand, and to provide the proof to GE’s tag line: “imagination at work.” By tapping in to GE’s rich history of innovation, its dedication to research and technology, its global reach and its desire to help make the world a better place, we knew we could tell GE’s brand story for this medium in a new way.

So we’re doing that: with interactive storytelling and documentary-style video, we’re putting a face on one of the world’s biggest companies. We’re telling stories from Beijing to Baffin Island. We’re explaining how complex technologies work. We’re visiting customers, talking to scientists. We’re even showing GE’s innovative approach to philanthropy. Hopefully, all of GE’s audiences are saying, “Wow, I didn’t know that.”