SAS creates GSK’s annual report

The consultancy was appointed to work on GSK’s 2010 report following a similar print and digital project for the company last year.

For the digital version of the report, SAS Design was briefed to create a site that reflected GSK’s drive to be more transparent, says SAS Design creative director Al Baird.

The site, called The World of GSK, features a number of elements, such as a set of lungs and some test tubes, which are animated when the user hovers over them with their mouse. Some of the icons, such as a family, where shot by SAS Design in front of a green screen.

Users can engage the animated elements to click through to more information and video content relating to different areas of the business. SAS Design has also created a series of icons relating to the animated objects, providing an alternative way of navigating around the site.

Baird says, ‘We wanted to engage people and surprise people. GlaxoSmithKline has a reputation for being quite conservative, but we wanted to share some of the great stories around the business.’