E! Online has been a destination for celebrity news & gossip fans since the early days of the internet, when media institutions were starting to have an online presence. The website was primarily used for gossip columnists in television, movies and fashion to publish articles and photos but then a push for web 2.0 was needed to incorporate sharing of articles, message boards and video clips. Also, the network wanted to have more of the original television shows marketed on the platform and a bigger celebrity news presence. I was hired on to orchestrate the rebuilding of the website, with a small team of designers, photo editors, writers and developers. My responsibility was ensuring the updated brand was reflected on the new website, working with an agency on the UX of the massive effort and the digital marketing and promotion of the new brand.