GSK, the science-led healthcare company, is undergoing a digital transformation with the aim of providing a consistent experience across all corporate websites.
Radley Yeldar was appointed to create a new digital framework, which has now been finalised to allow local operating companies to create their own websites while aligning to the global brand and content strategy.
Simon Quayle, digital communications director at GSK, said: “We’ve been delighted with RY’s creativity and their ongoing support, which has allowed us to enhance our audience’s online experience of the GSK story. We can now provide to our local operating companies an easy and simple way to develop on-brand websites with a consistent narrative. For the first time, our corporate website offers an equally rich experience on mobile devices as on desktops achieved through RY’s fully-responsive design.”
Working with GSK, Radley Yeldar’s digital framework included three sections: a ‘frameworks package’ – including templates, code and modules; a ‘toolkit site’ – covering IA, tips and content strategy; plus ‘digital brand guidelines’ – designed to provide ‘on brand’ guidance rather than prescriptive ‘do’s’ and ‘don’ts’.
Richard Coope, digital director at the agency, said the challenge had been “to come up with a system that would encourage markets to develop individual sites meeting local needs within a consistent brand and user experience.”