The consultancy was approached to create the app in July 2010 having redesigned the Mail Online website three years ago.
Brand 42 was briefed to create an app that would appeal to both the Mail Online and Daily Mail print audiences, and would be a benchmark leader of newspaper apps. The consultancy worked in collaboration with the Mail Online’s in-house team, which developed the app.
The image-led app features all the content of the Mail Online but focuses on picture galleries and videos, with an easy-to-use navigation system that is accessible throughout the user journey.
Brand 42 creative director Adge Gittins says, ‘Some apps are over-complicated and users can get lost easily as they try and navigate around. We wanted to create something which kept the navigation uncomplicated and focus on creating an enjoyable and entertaining experience.’
Brand 42 retained the Mail Online’s ‘puff modules’ – the right-hand column filled with enticing stories – and used a mixture of fonts from the Mail Online and Daily Mail.