Digital publisher Buro Global has announced the upcoming UK launch and rebrand of its luxury lifestyle website Buro24/7. The new brand identity accompanies a complete redesign of the website and represents a new era of investment and expansion for the brand.

Since launching in 2011, Buro24/7 has been an editorial voice and for advertisers in the premium lifestyle category, with a focus on emerging luxury markets, its core audience being 18 to 34-year-olds.

The new brand identity was designed by Group Creative Director Patrick Waugh.

Patrick comments, ‘cleaner, more sophisticated, bolder and yet still accessible to our affluent millennial audience. We have also introduced a design icon known as the Buro dot design which abstractly re-interprets the notion of 24/7 for today. It can sit alongside the wordmark and be integrated into on and offline communications and experiential activities. And we’re having fun with that, collaborating with artists seasonally to bring personality and excitement to the brand.’

In addition, Crystal Malachais has been appointed Commercial Director. Crystal was formerly Digital Group Head at Hearst UK, and Sales and Brand Partnerships Director for the launch of Refinery 29 in the UK market.

Crystal comments, ‘I’m delighted to be joining the leadership team of Buro Global at a time of incredible energy and momentum. What’s most exciting is the depth of talent across the Buro24/7 network driving highly engaged audiences, be it in editorial, creative or technology. Adding scale to that through the launch of our flagship site and new territories, will allow us to offer brands something compelling, all the time, keeping digital innovation and audience engagement at the core of our unique proposition.’