How do you create a site for middle-aged women passionate about creating objects for their home with Rust-Oleum products? Like this. We designed the UI and layout for this site by pulling in crafty objects and a warm color pallette along with easy to use sharing functions. In additon to the site, we put together a monthly newsletter and created a banner ad campaign to drive visitors to the site. Angie (the resident project blogger) reached out to the online mommy community to do the same. Our goal was to make the visitor feel like they were starting a project with the help of some friends. A few masking tape images and 1400 members later, our team did this.