The portal www.designlines.de is an independent, internationally oriented online magazine from BauNetz. Designlines deals with architectural product culture in the areas of light, bath and office and also picks up current trends in the industry. The target audience consists of architects and designers but also design oriented consumers. Based on that the following requirements emerged: emotionalizing the themes through a general concept for colors and pictures, a simple and efficient navigation system, modular development of the individual categories, individualized pages and intelligent integration of sponsors.