2017 ASAE annual conference

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attract and keep members

We will be exhibiting at the ASAE Annual Meeting and Expo from August 12-August 15. Be sure to stop by booth #339 to learn more about our association work, and if you’re an attendee, to claim your sweet treat! We would love to see you!

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Brand Thinking
Bleeding edge thinking on branding and marketing

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GE Takes a Different Approach to Homepage Design

By Greenfield/Belser
June 9, 2015
GE Takes a Different Approach to Homepage Design

We're always searching for new ways to present information—particularly on the homepage, which for many acts as a front door to the firm. Therefore, we were pleasantly surprised to find ge.com, which essentially has a microsite as its homepage. We have some quarrels with the design—it's hard to tell exactly what's happening at a glance and what the viewer should do—but we were delighted to see a different approach overtake the homepage design. Think about this for a second. Let's say you're an AmLaw 20 firm with activities around the world. What better way to say "global" (rather than just "say" global) than demonstrate the proposition interactively? But here's the problem: not only are designers seemingly stuck in the confining vocabulary of legal industry websites, clients are, too! Think outside the…er, globe. Let's shake things up.

Rather than using the rotating marquee, the page is completely interactive and features a spinning globe. Based on the guidelines you select from the lists on the left and right, color-coded points are plotted on the globe allowing you to easily view only the information you are looking for. You have the option to search by region, theme or type of information such as article, slideshow, video, etc. Click on any point to preview the information or click the link to be redirected to the portion of the main GE site each is hosted on.

GE’s site shows it is possible to display the content of your website in a fresh, new way that is completely different than say… the rotating marquee on the homepage. GE has taken an innovative approach to delivering information to their users, making their brand as a whole feel cutting edge and new. We always say that a bad experience on your website can lead to a bad brand experience, and this just goes to show that a little thinking outside of the box on the design of your website can do wonders for your brand image.