The brief:
"Football isn't a matter of life and death," legendary Liverpool manager Bill Shankly once said. "It's much more important than that." The website of UEFA, European football's governing body, welcomes some 60million unique - and equally passionate - users per month, who between them account for 210 million page views.
Football fever is a global phenomenon: 50% of UEFA's audience lie outside Europe, reflecting the worldwide appeal of club and international competitions such as the Champions League and EURO 2012.
Here then was the opportunity to reinvent the UEFA site as the home of football - a multimedia, content-rich site for fans who love the passion and theatre of the beautiful game that is European soccer.