Pen & Paper is a lifestyle blog that is created to showcase photography and stories. Inspired by a contemporary style, a nameplate was created to reflect both the blog and photography. The website was designed with two main considerations, who exactly is the target audience and how do we draw them in. After several research, a clear and approachable vision was created. The main goal of the design is to convey a user experience that is easy for people to manage and navigate through. The decision to create a clean and concise layout became the best solution to showcase the blog posts and photography.