CHALLENGE: To optimize a site that existed inside the Disney family of products.
INSIGHT: When trying to access one of the Disney family of sites, people often mistyped the address. These sites followed this address structure: abc.go.com, espn.go.com, disney.go.com. Often, people would forget the first part of the site address and mistakenly visit go.com instead.
CONCEPT: Taking advantage of this mistake, go.com is the new home for the online properties of The Walt Disney Company. The site links to the Disney Interactive Family portfolio, Disney Online Originals, the Disney Interactive Entertainment portfolio, ABC News, the Disney Interactive Games portfolio, ESPN, ABC, Disney Parks, and Disney Shopping. The site needed to be updated, needed be made responsive, and needed to define The Walt Disney Company in a more representative way.