The Client
Up until 2018, GE was synonymous with American innovation. Starting as an electricity company, it grew to epic proportions over the course of 120+ years, having businesses in aviation, healthcare, power, renewable energy, digital industry, additive manufacturing and venture capital and finance.

The Ask
Addison had a long history of working with GE, particularly with their reporting communications. Each year, the GE Team would develop a huge suite each year including their annual report, sustainability report, 10-K and proxies. These reports manifested numerous print pieces, multiple websites and a series of videos. GE simply asked us to make it great and even better than the year before.

The Solution
Compelling content is the cornerstone of a great web experience. A simple story can be just as engaging and effective as any detailed report. GE had a massive bank of stories to tell, but instead of bombarding their audience with many many little things, they decided to take a new approach for them and focus on their two biggest stories of the year and go for depth. The 2015 annual report, in an effort to transition to a “digital-first” direction and to better capture GE's audience’s attention, featured two stories that defined the year for the company and represented them in a simple form that was both highly visual and engaging.