Nine rebrands 9TheFix as 9Honey Celebrity in website revamp

Nine has renamed lifestyle vertical 9TheFix as 9Honey Celebrity, in an overhaul of the 9Honey website.

The new website features different sub categories, including ‘9Honey Binge’, ‘9Honey Celebrity’ and ‘9Honey You’, as well as a brighter versions of the respective colours once displayed among the verticals.

The newly rebranded 9TheFix vertical, now known as 9Honey celebrity

While previous the website had a number of different articles to select from on the homepage, the latest story is now front and centre of the website, taking up the whole screen, while a selection of other articles sit beneath.

As part of the changes, 9Honey has changed the name of celebrity vertical 9TheFix, replacing it with 9Honey celebrity. 9Honey’s verticals are now ‘9Honey Style’, ‘9Honey Celebrity’, ‘9Honey Homes, ‘9Honey Kitchen’, ‘9Honey Travel’, ‘9Honey Coach’, ‘9Honey You’, ‘9Honey Mums’ and ‘9Honey Binge’. There is also a section called ‘Royals’.

9Honey originally launched in April 2015 as a fashion pillar for Ninemsn, but in November of 2016, became the umbrella brand for all of Nine’s other verticals, 9Coach, 9TheFix, 9Elsewhere, 9Mums, 9Homes, 9Style, and 9Kitchen. It was one of the first major moves by Nine’s digital content director, Helen McCabe, helping to build out her ambition to integrate Nine’s digital and television businesses.

The old 9Honey website

The site refresh comes almost a year after McCabe flagged the site refresh at Nine’s upfronts. 

In an internal email sent to staff, McCabe described the new site as “cleaner, bolder, brighter and simpler”.

“It is a balance between our commercial objectives and our desire to be a mass market site which builds on the more than 2.5m Australians (Nielsen, August) and ultimately becomes the number one lifestyle destination with high brand recognition,” McCabe wrote.

The new 9Honey website

“We’ve also taken the opportunity to rebrand our celebrity website TheFix as 9Honey Celebrity. This is a major change for one of our key online verticals/brands. The shift is to prevent confusion and align verticals behind one lifestyle brand.”

McCabe also runs Nine subsidiary, Future Women, which recently launched.