In 2007, Brand42 was commissioned by MailOnline to review the visual design, user interface and user experience of its existing website. The objective was to make the MailOnline the UK’s number one newspaper website. Following in-depth user research, Brand42 overhauled the information architecture and brand proposition to reach a younger audience and created a rich visual experience by incorporating many more and larger images. Content pages were unified by combining the Daily Mail and Mail on Sunday, and a more contemporary digital presence was achieved by building pages that scroll down for several metres. A clear, colour-coded branding system for each channel page revitalised the look and made for a clearer user journey. According to comScore, the MailOnline website is now attracting the most unique visitors per month in both the ‘TV and showbiz’, and ‘beauty, fashion and style’ channels amongst its main, global competitors. Online annual revenue grew 455% from £4.5 million in 2008 to £25 million in 2012 and the redesign surpassed its primary objective when MailOnline became not only the number one newspaper website in the UK, but also in the world.