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PAPER is a New York magazine about fashion, music, nightlife and art, founded in 1984. It became famous for the 2014 Kim Kardashian cover that set out to "break the internet", and today it lives online at papermag.com, close to a young audience that follows it on social media.
At RebelMouse, the company where I worked as a UX/UI designer from 2022 to 2024, I worked on the redesign of papermag.com. RebelMouse builds websites for publishers on its own content management system (CMS). The PAPER team wanted a more visual site, where the photos lead. Their references were bold and experimental, with deconstructed layouts, loud colors and unusual type, and the new site had to carry that spirit on a minimalist, almost brutalist base.
The homepage live today at papermag.com follows the second version of this design, with the photo first and the title below it. In August 2026, Similarweb showed readers of papermag.com viewing about 7 pages per visit, with organic search bringing 59.4% of the desktop visits.
I was a UX/UI designer on the redesign. I joined the calls with the PAPER team, turned those references into wireframes, then into prototypes and the final design in Figma: the homepage, the category sections and the article layouts, on desktop and mobile. It was one of the largest brands I have worked with.
Drag the bar across each frame to compare papermag.com before the redesign, on the left, with my design in Figma, on the right.
The old home opened in a narrow column with small photos, and the redesign opens with a carousel of cover stories in large photos, then the latest stories labeled by category. PAPER is a visual magazine, so the photo carries the page and the label tells readers what a story is about before they click.
The everyday story drops the black block and sets the title on white next to the photo, with a column of related stories, and it ends in the same endless feed as the home. A reader who comes for one story moves on to the next without going back to the home.
The feature story keeps the photo across the whole screen and sets a large title below it, with the share buttons on the side and More on PAPER next to the text. A big story reads like a magazine spread, and the next one is always in view.
Big stories open with a full-width photo, in a black or a white version, with or without a carousel. The cover is the strongest thing PAPER has, so it gets a page that feels like a magazine spread.
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