GE Reports is a content hub, which includes daily news, video and social media, covering GE’s transformation into the world’s largest digital industrial company. It provides all aspects of GE’s business, innovation and digital transformation. GE’s content site was designed by Group SJR in 2015 and had achieved a great success. This project, in 2017, was not only to rebrand the visual identity but also reshape the experience strategy. With the goal of increasing new reader bases, like female readers, the website was refreshed and improved to bring readers high-quality contents.