The new website coincides with GSK’s recent corporate repositioning.

Creative agency Radley Yeldar has designed GSK’s new website, which launched today.

This partnership follows GSK’s recent rebrand, as the company last month underwent a demerger from its consumer healthcare business to focus on biopharma innovation.

The website’s home page features lots of moving parts and animation, which Radley Yeldar intended to be reflective GSK’s evolving brand identity. The agency hopes the user experience will be comparable to that of Netflix in its ‘immersive style’.

“From the get-go it was clear how much GSK wanted to make a statement with a new, purpose-led site that lived up to its leadership on innovation, R&D and advanced sciences.” George Butler, Radley Yeldar Digital Director, says. “We immediately understood the importance of the project to the future of business.”

Head of Global Digital Communications at GSK, Alex Saunders, says: “The new GSK.com reflects the future of GSK. It has been intelligently and creatively put together to give a feel for our renewed strategy, our culture and the power of our purpose in action.”

GSK’s new website also includes an interactive ‘Behind the Science’ online magazine.