DMARGE, Expert advice for men's in watches, business travel, airlines, superyachts, and cars.
For all things men’s fashion, style and design there is only one destination – D’Marge.
Sector: News, Arts & Culture
Location: Redfern, New South Wales, Australia
Nov 2015
Client
DMARGE is Australia’s largest and most influential men’s style platform. With over 15 years of experience reporting from around the globe, it is the ultimate destination for the modern man, covering everything from luxury watches and superyachts to business travel and cars. Known for its “rebel” archetype, DMARGE offers expert advice with a decidedly irreverent edge, helping millions of readers make timeless quality decisions.
Problem
As the site grew to over 1 million monthly visitors, it faced a critical challenge: 50% of the audience was accessing the site via mobile devices, but the existing user experience wasn’t optimized for them. The brand needed a redesign that was an “evolution, not a revolution”—maintaining its successful core while reducing bounce rates. Additionally, the new layout needed to better accommodate high-impact advertising (like full-page takeovers) without cluttering the “clean, crisp” editorial content.
Solution
We delivered a comprehensive Responsive Web Design aimed at solidifying DMARGE as a serious player in the online publisher space.
UX Strategy: We implemented a flexible 12-column grid system to ensure content scales perfectly across desktop, tablet, and mobile. We focused on increasing pages per session by introducing better navigation and gallery formats.
Visual Design: The aesthetic captures the brand’s “Aspirational, Timeless, and Essential” values. We ensured the DMARGE logo and branding remained strong on the page, preventing them from getting lost amidst advertising skins.
Result
The redesign successfully transformed DMARGE into a polished, premium platform that keeps users exploring longer. The new interface balances the brand’s “cheeky” tone with a professional structure, allowing for 20+ stories a day to be published seamlessly. The mobile-optimized experience and improved ad integration have helped DMARGE maintain its digital domination as the authoritative voice on men’s style in Australia.
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