CHALLENGE
The Britney Spears Web site needed a fresh image to convey that Britney was all grown up. To do this, the site would:

•	Present Britney in a more mature light.
•	Maintain a strong sense of community for Britney fans.
•	Promote sales and increase merchandise revenue.

SOLUTION
DNA redesigned the Britney Spears Web site to market an image that was consistent with a more mature performer. BritneySpears.com is now the nation's number one site for a solo performer. To accomplish this, DNA:

•	Redesigned web site to portray Britney as a sophisticated young woman
•	Launched the site to correspond with an MTV performance that spawned more than 1 million unique visitors that day
•	Designed message boards and a photo gallery for fans