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How to Create a Fun and Functional Website User Experience

This story appears in the November 2013 issue of Entrepreneur. Subscribe »

Launched in 2005 for just $5,000 as a city guide for sharing local finds, Refinery29 has become one of the web's hottest and lifestyle websites, with more than 5 million unique monthly visitors and revenue via 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. " 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, and branding just didn't allow for that."

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