How to Create a Fun and Functional Website User Experience Refinery29 had become cluttered and difficult to navigate. Enter Wolff Olins, the global brand consultancy that redesigned the site to create a clean but playful user experience.

Launched in 2005 for just $5,000 as a city guide for sharing local finds, Refinery29 has become one of the web's hottest fashion and lifestyle websites, with more than 5 million unique monthly visitors and revenue via advertising and e-commerce expected to hit $26 million this year.

While growth has been lightning-fast, founders Philippe von Borries and Justin Stefano realized that their branding wasn't keeping pace. "Media companies are no longer just content publishers in the traditional sense--they manufacture products, create technology platforms, videos and other assets that go far beyond the written word," Stefano says. "We wanted to grow in all those different directions, but our old logo, website and branding just didn't allow for that."