The website is directed mainly at young people who appreciate comfortable, loose-fitting and fashionable clothing. The main idea behind the service is to promote and set Reporter as a trendy, modern and dynamic brand. The service setup introduces surprising and unorthodox solutions, attracting Internet users' attention to the site, and thus increasing the customers' knowledge of the products and the brand. The agency's aim was to make the Internet user retain a positive impression of the Reporter brand and to remember it when shopping. The client insisted on making the Reporter website stand out against the competitors.