Objective: Create a site that will grow brand awareness for an writer who gives life advice in a weekly newsletter. Encourage users to recommend this site to their friends.

Challenge: Get the just the right tone in the look and feel so as to blend with the writer's voice, which is soothing, candid, and funny.

Solution: Choose soft, relaxing colors. Put the subscription box right on the main page. Make sure that there is a "send to a friend" button on all the pages internal pages.