Creating our own second brand was an exciting opportunity. We felt there was a need for a how-to instructional cooking site that really taught people how to cook and celebrated food the way we thought it should be celebrated — by featuring both master chefs as well as home cooks. So we went ahead and created how2heroes. It's always a thrill to be with a brand at its inception, to craft it into a look, feel, and vibe that will personify the brand and also resonate with the target audience. One thing we were very clear about from the get-go was the brand essence — approachable, educational, professional, fun and celebratory. Everything from the logo to the color pallette to the clean, user friendly web design and conversational yet authoratative tone of voice work together as a unified brand. The sophisticated back-end that enables the how2heroes team to maintain the brand and upload hundreds of videos and information every month is what keeps it going and growing strong.