General Electric
Long scroll annual report
Agency
Addison
Role
Senior Design Director / Design Lead
Recognition
The Webby Awards: Honorable Mention
Graphis Awards: Gold
ARC Awards: Grand winner
The Client
General Electric is a global leader in innovation, with a rich history of transforming industries through advanced technology and engineering. From pioneering developments in aviation and healthcare to leading the way in renewable energy and digital industrial solutions
The Ask
For this annual report, in an effort to transition to a “digital-first” strategy and better capture their audience’s attention, GE spotlighted two key stories that defined the year: The GE Store and Digital Industrial. These stories were presented in a visually engaging format, aimed at simplifying complex ideas while emphasizing GE's innovative advancements.
This annual report guided stakeholders through a dual-path experience, offering a choice between two compelling narratives. One path showcased GE's transformative work with India's railroad infrastructure through The GE Store, while the other highlighted how GE revolutionized the global power grid with its Digital Power Plant, all within an immersive long-scroll format.
We implemented an innovative and engaging main menu system that enhanced navigation, allowing users to easily and efficiently access the key sections of this expansive online report.
The first path tells the story of how GE, through The GE Store, supported India in improving its strained railroad infrastructure by leveraging its vast network of companies. By connecting GE's expertise across commercial, operations, finance, legal, and more, GE helped India develop a system that was more efficient, reliable, and cost-effective.
The second path tells the story of how GE is helping revolutionize the world’s growing demand for electricity. Through GE's operating system, Predix, and innovations like the Digital Power Plant and Digital Twin, GE enables customers to see, monitor, and manage every aspect of their power generation ecosystem.
To tie it all together, we featured Jeffrey Immelt, the CEO at the time, in a video summarizing the key highlights of the annual report.