Critical to the success of the Martha Stewart digital redesign was to reach a younger audience living a creative, handcrafted lifestyle. We took this opportunity to modernize the brand testing several directions, ultimately arriving at a fresh clean approach that appealed to the broad audience. The project involved a content re-architecting to enhance the experience and increase user engagement. We optimized the experience of highly trafficked pages while creating additional templates and avenues to desired content. Within the first year, unique users doubled and time spent on the site increased significantly.