Pop culture, personalized.

One brand, three surfaces.

E! News covered red carpet, celebrity, and breaking pop culture for an audience that checked in many times a day. The rebrand spanned eonline.com (desktop and responsive mobile web) and a new iOS app, with the goal of keeping the editorial pace high while pulling everything onto a unified visual system.

The app was the bigger lift. We built it widget-first: a library of front-door modules that editors could compose into the home feed each day, with each widget designed for a specific kind of content (top stories, breaking news, video features, photo galleries, live red carpet coverage).

Desktop and mobile web, same system.

A responsive rebrand of eonline.com. The visual system, type scale, and content modules worked from desktop down to mobile without being re-thought per breakpoint. Editorial pace was the constraint: the site had to handle 100+ stories a day without feeling like a wall of cards.

01 · Home feed

02 · Category page

03 · Article detail

Front door built from widgets.

The home feed was assembled, not designed. I drew up a library of front-door widgets, each tuned for a specific kind of editorial moment, and editors arranged them in order for the day's mix. New content shapes (a Live 360 red carpet, a featured video, a fresh breaking story) had a widget waiting for them.

Top 4

Breaking news

Large teaser

Double teaser

Featured video

Content grid

E! Live 360

Ad banners

Beyond the front door.

Past the home feed, the app split into focused sections. My News let users pick the topics and shows they cared about, with the feed re-sorting around their picks. Photo galleries handled article-attached photo sets with their own reading flow. Article detail had its own swipe and share patterns, all designed to keep editorial pace high without fighting the iOS gestures users already knew.

My News + other sections

My News opens with a category picker on first use, then surfaces stories from those topics first on subsequent visits. Shows and More are sibling sections with their own content shape.

My News · FUE

My News · feed

Shows

More

Photo galleries · in-app reading flow

The app had its own gallery flow for the deeper article-attached photo sets. The Arrivals Gallery on the web was a sibling to this, tuned for live red carpet rather than archived editorial.

01 · Entry

02 · Scrolling

03 · Selection

04 · Detail view

Article detail · the deeper read

Each article had its own detail view: swipe between articles, content-aware layout for photos and pull quotes, and a sharing pattern designed to feel native rather than bolted on.

For reference, the full article detail page and the full front door home feed both have long-scroll views. Click either to expand.

Article detail · full view

Front door · full home feed

Built in motion, not just in pixels.

Every interaction was prototyped end-to-end before engineering touched it. The prototype was the spec. These four captures cover the splash, the front-door scroll, and two My News reading patterns.