Underlaid is a blog for women over 40 to share their stories about sex and intimacy.

This is a difficult subject for some people so it was crucial that the look and feel of the website came across as honest and trustworthy.

The logo is a visual pun – it gives the sense of the kind of safe environment where people might relax and chat over a glass of wine whilst hinting at the explicit nature of the subjects discussed. The raw, sometimes shocking content of the blog is represented in the bright pink colour scheme.

The visuals were also carried through onto the twitter feed and a promotional postcard.