Our redesign goal was to create a better brand and content experience for our visitors, which include investors, journalists, customers and employees. Together, the site’s design, navigation, layout and stories all point to GE’s brand promise: “imagination at work.” By emphasizing 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 hope to showcase the whole of the company, even to a user who is simply looking to research a microwave oven.