In a bid to improve reader experience and stand out from its competition, Shedoesthecity.com has received a design overhaul and a fresh editorial direction.

While Jen McNeely, founder and editor-in-chief, Shedoesthecity, tells MiC it will continue to offer its usual coverage of culture, fashion and nightlife, she says the online lifestyle magazine will also expand its sections devoted to careers, sex and relationships as readers gravitate to these subjects.

Shedoesthecity, which in the past has offered brands opportunities for integrated sponsorships, advertorial content, contests and traditional banner and box ads, also unveiled a new vertical box ad platform with the new website design. McNeely says it will make the site more flexible and attractive to advertisers because it gives brands more opportunities for maximum exposure.

Targeting women aged 18 to 45, with a sweet spot in the mid-20s, McNeely adds that the site offers a perfect consumer base for fashion brands, including H&M and The Gap, perfume brands, and movie distributors.

She says the evolution of the Shedoesthecity, which netted about 59,000 unique monthly visitors in November, according to Google Analytics, was a natural as the site carves out a unique space in the digital market.