The portfolio of Nicholas Allen Schmitz

General Electric

Annual Report Website

Agency:

Addison/Sia

Recognition:

The Webby Awards: Honorable Mention


Graphis Awards: Gold
ARC Awards: Grand winner

The Client

General Electric is a global leader in innovation, with a rich history of transforming industries through advanced technology and engineering. From pioneering developments in aviation and healthcare to leading the way in renewable energy and digital industrial solutions

The Ask

For this annual report, in an effort to transition to a “digital-first” strategy and better capture their audience’s attention, GE spotlighted two key stories that defined the year: The GE Store and Digital Industrial. These stories were presented in a visually engaging format, aimed at simplifying complex ideas while emphasizing GE's innovative advancements.

One of the most interesting challenges of this project was that we were only scoped to redesign the homepage and About Us page. The rest of the site had to remain structurally untouched, with adjustments limited to CSS. But with thoughtful planning, solid style foundations, and a sharp development team, we were able to build a fully integrated design system. It was all anchored in just two reference pages and extended seamlessly across the entire site.

We collaborated closely with a 3D animator to visualize CMC Materials’ role in advanced manufacturing. Product animations were created that break apart to reveal the critical components CMC Materials produces, highlighting their importance to overall product functionality.

We collaborated closely with a 3D animator to visualize CMC Materials’ role in advanced manufacturing. Product animations were created that break apart to reveal the critical components CMC Materials produces, highlighting their importance to overall product functionality.

The project had a tight budget, with content limited to existing images and audio. We got creative by using various techniques to make the photos feel cohesive, as if part of a set. These were then brought to life with a unique motion technique, adding dynamic movement while staying within the project's constraints.

The second path tells the story of how GE is helping revolutionize the world’s growing demand for electricity. Through GE's operating system, Predix, and innovations like the Digital Power Plant and Digital Twin, GE enables customers to see, monitor, and manage every aspect of their power generation ecosystem.

To tie it all together, we featured Jeffrey Immelt, the CEO at the time, in a video summarizing the key highlights of the annual report.

The first path tells the story of how GE, through The GE Store, supported India in improving its strained railroad infrastructure by leveraging its vast network of companies. By connecting GE's expertise across commercial, operations, finance, legal, and more, GE helped India develop a system that was more efficient, reliable, and cost-effective.

The first path tells the story of how GE, through The GE Store, supported India in improving its strained railroad infrastructure by leveraging its vast network of companies. By connecting GE's expertise across commercial, operations, finance, legal, and more, GE helped India develop a system that was more efficient, reliable, and cost-effective.